MY BABY DID WHAT?

drypers my baby did what front

CLIENT: Drypers Malaysia / SCA

PROJECT: My Baby Did What?

DESCRIPTION: SCA Malaysia was looking for a cut-through, engaging campaign to build their fanbase and increase equity with current fans. The campaign would need to have a high virable factor while also providing strong emotional appeal and pull for parents. This campaign would also be a lead in to a brand and product relaunch, and spearhead the introduction of a new brand direction.

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CHALLENGE: Generally most campaigns for diapers are either overly generic, have a been-there, done-that feel, or too product focused. There is very little to distinguish between campaigns because they are generally safe and unexciting.

SOLUTION: We launched My Baby Did What?, a fun, easy-to-enter contest where parents submit videos or photos of their babies doing amazing things to win weekly and monthly cash as well as prizes! Some of these submissions would also appear as part of the new Drypers TV commercials and other communications material!

What differentiated My Baby Did What? from other similar contest was that the subject matter and criteria were very specific; videos and photos that were only cute didn’t make the cut – they had to be showing babies doing amazing, funny and extraordinary things!

// CAMPAIGN MASTHEAD
masthead
// OUR TV COMMERCIAL COMES WITH A JINGLE TOO!
// VARIOUS ENGAGEMENT CHANNELS
drypers mbdw channels
// MY BABY DID WHAT FACEBOOK APP // CLICK HERE TO VIEW APP IN FULL

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RESULT: 22,042 fans in 2 months!

// EXTRAORDINARY BABIES COMES WITH EXTRAORDINARY SUBMISSIONS!




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