In baby products, trust is the only argument that matters. A mother does not buy on aesthetics or discount: she buys because another mother told her it worked.
What actually converts
| Element | Why it converts |
|---|---|
| The difficult night testimonial | The real problem told plainly. Empathy converts more than benefit. |
| One handed usage demonstration | Almost everything is used with a baby in the other arm. |
| The routine before and after | Not of the baby, but of the day. |
| The price objection | In Costa Rica, with imported products, this objection is stronger than in other markets. "It is more expensive, but it lasts three times longer" has to be said explicitly. |
| Use in a hot climate | Sweat, heat rash, clothing that is too warm. It is the real local doubt and almost nobody addresses it. |
Which creators to hire
Real mothers and fathers, in the exact age bracket of your product. A newborn product filmed by someone with a three year old does not work.
Look for variety of context: first time parents, large families, working mothers, grandmothers providing care. In Costa Rica shared care with the extended family is common, and showing it connects.
The rules when children appear
This is the part no brand should improvise.
Put in writing that a minor appearing requires the consent of those holding parental authority, with the same scope and duration as the rest of the licence. If the material will run in paid media, say so explicitly.
Always offer the alternative of not showing the baby's face. Many creators prefer it, and it works just as well: hands, the back of the head, detail of the product in use.
And never request content of babies unsupervised, in water, or in situations that could read as unsafe.
The brief that produces good material
Include: the exact baby age the product suits, the usage situation, the main objection, three hooks and a clear list of what cannot be claimed regarding infant health.
The Costa Rican calendar
The peaks are the February return to school, Mothers Day in August, Christmas, and the start of the dry season for outdoor and pushchair products.
Where to go next
In baby products, trust and legal care go together. Our complete UGC guide for brands explains the rest of the process.
