Hatch! | Portfolio: Ulrika

HATCH BABY //
HATCH ALARMS

THE CHALLENGE

Hatch Baby was growing its presence on Instagram and preparing to launch a baby-focused TikTok, but lacked a distinct social identity to connect with today’s modern parents.

THE SOLUTION

Develop a scroll-stopping, parent-first content strategy that turns Hatch’s sleepytime products into a playful-yet-practical presence across social. Position Hatch as a trusted, relatable voice for sleep-deprived parents—through content that informs, entertains, and meets them where they are: awake at 2 a.m. and on their phones.

THE INSIGHT

Sleep-deprived parents aren’t scrolling for aesthetics. They’re scrolling for answers. Parents don’t want perfection—they want someone to cut through the noise and say, “Here’s what actually works.”

KEY MESSAGE

Hatch Baby is the go-to social sleep companion for exhausted parents—blending expert-backed guidance with humor, empathy, and a modern, relatable voice.

OPPORTUNITY

Create a brand-forward social presence that strengthens Hatch Baby’s role in parents’ daily routines by offering real, usable value in a tone that feels trustworthy, modern, and emotionally intelligent.

STRATEGY

Use bite-sized, highly visual, trend-responsive content to build loyalty and lift engagement. Position Hatch as a brand that doesn’t just help babies sleep—it helps parents survive the sleep journey. Content should feel quick, helpful, and deeply human—crafted to earn shares, saves, and smiles.

IDEATION---

Hatch x KISS (Keep It Simple, Sleepyhead)

Because parents don’t have time for anything complicated.

Concept: A recurring series of bite-sized, no-BS sleep tips delivered in 30 seconds or 30 words. From science-backed hacks to soothing routines, each post is crafted for speed and clarity—perfect for sleep-deprived scrolls.

How it Fits: Hatch already helps parents get more sleep. This series makes that even easier by cutting the fluff and delivering only what they need to know, fast.

Executions:

One-Sentence Sleep Hacks: Share science-back sleep hacks s in under 30 words.
- UGC Prompt: Invite parents to share their to-the-point sleep hacks
30 sec Sleep School: Bite-sized video tutorials that don’t require you to go to the caption to learn more
Influencer Partnership: Partner with trusted parent creators, think “real mom” TikTokers, to each share their one golden tip
- Series becomes a mix of expert-backed hacks + “I swear this worked for me” moments from parents across platforms

Hatch Sleep Survival Guide (Evergreen Series) → Focused on Specific Sleep Disruptions

Helping parents win the toughest sleep battles—one meltdown at a time.

Concept: A content series focused on sleep disruptions like regressions, teething, and daylight saving time. It frames common struggles as “battles,” giving parents tools, solidarity, and a bit of humor to get through them.

How it Fits: By owning pain points, we become an even more essential part of parents’ lives.

Hatch is already a staple in bedtime routines. Now, it’s the ultimate survival tool for parents tackling every sleep disruption. By creating a recognizable, go-to series, we strengthen brand loyalty, encourage engagement, and make Hatch an even more essential part of parents’ lives.