Hire for baby
Hire for Baby is a well-established national franchise business offering baby equipment hire services across Australia. With over 100 branch locations and a reputation built on convenience, safety, and affordability, the brand provides an essential service to new parents, carers, and travelling families. Pure has partnered with Hire for Baby for nearly seven years, playing a consistent role in helping the brand grow its digital footprint, strengthen its presence in local markets, and attract new franchisees into the network. Our role extends across social media, digital advertising, strategic consulting and lead generation.
Client
Hire for Baby
Industry
Franchise
Service
Social Media Management
Content Marketing
E-Commerce
Digital Strategy
Duration
7 Years
Overview
Over time, our work with Hire for Baby has evolved to meet the changing demands of their business and the wider market. Early on, we focused on amplifying the brand's voice across social platforms — ensuring consistency, clarity, and engagement for customers across diverse locations. We implemented a publishing calendar, refined the messaging framework, and established a strong, unified tone across Facebook, Instagram, and other key channels. As part of a long-term strategy, we launched and continually optimise national digital advertising campaigns to drive high-quality traffic to their website — connecting families with local operators based on their location and hire needs. We also support ongoing lead generation activity designed to attract new franchise enquiries from potential operators across the country.
Challenge
As a successful and growing franchise business, Hire for Baby needed a digital strategy that could scale nationally while still resonating at a local level. Maintaining brand consistency across more than 100 locations — each with its own community and operator — posed both strategic and operational challenges. In addition, the brand required support in driving sustained customer traffic to its website, promoting seasonal hire products, and generating a steady flow of qualified franchise enquiries. The onset of COVID-19 also required a swift pivot to touchless services, with digital communications playing a central role in maintaining trust and continuity.
Solution
We began by building a structured approach to social media — creating a cohesive content plan that represented the national brand while giving space for regional relevance. Over time, we introduced paid advertising campaigns across Facebook and Instgram, designed to drive both consumer conversions and franchise enquiries. Campaign messaging was tailored around key hire periods, such as holiday travel, newborn arrivals, and car seat transitions. At the same time, we advised on digital positioning, promotional timing, and geographic targeting to support business priorities across different locations.
Result
The brand has continued to grow year-on-year, expanding its customer base while attracting new franchise partners nationwide. Its social media audience is now one of the strongest in the industry, with consistently high engagement and a clear, trusted voice. Hire for Baby’s website has become the central channel for both hire bookings and franchise enquiries, supported by a performance-driven advertising strategy. The business was able to maintain stability — and even momentum — through the pandemic, thanks to its adaptability and commitment to digital-first communications. Today, Hire for Baby remains a leading brand in its category. Pure continues to support its national growth with a clear strategy, flexible execution, and a long-term partnership built on trust and performance.
