Bepanthen Baby needed to strengthen its relationship with the target audience on Father's Day. The brand wanted to celebrate fathers with a tribute based on the understanding that caring for children results in a deep connection between father and child, and from father to father.

Building brand strength among this audience supported Bepanthen's goals for 2023, helping to build superiority as the best choice for baby care through different audiences.

Within a category as competitive as Baby Care, creating emotional bonds with the audience becomes as important as functional product communications, while product superiority is already a strength of our product, we wanted to touch hearts of families, inserting Bepanthen Baby into conversations about the transformations and new contexts of Brazilian fatherhood and connect with an audience that increasingly participates in taking care of the babies.

Nowadays is more common for fathers to participate in taking care of their children. In Brazil, 37% of men affirm they spend 3 hours or more each day taking care of their children. They also want to change the understanding of masculinity with which they grew up: 56% of them wish to be a better role model for their children, whereas 60% report being more attentive to the language they use, hoping not to repeat the sexist patterns installed in society.

All this change happened in just one generation -the behaviors these modern fathers have, weren't the norm while they were growing up- and Bepanthen Baby believes in repairing these relationships through care.

With this in mind, we put three generations together to show fathers, sons, and grandfathers how deeply they care for each other.

Throughout the year, our communication strategy only targeted mothers: women between 18 and 44 years old with an interest in motherhood and related topics. For this campaign, we exclusively created a new audience to reach fathers while also speaking to mothers: Both genders, 18 to 44 years old with an interest in parenting and similar topics.

To optimize the investment and expand reach, we implemented a digital awareness strategy, airing 15", 60", and 120" assets on YouTube Trueview and Masthead, Meta and Globo.com (published between 07/15 and 08/31).

On 07/15/2023 we started the campaign on Youtube, airing the 15" teaser that directed the audience to the longer 60" video.

Few days later the full 120" was aired, delivering an even deeper emotional content.

The campaign's reach was accelerated with a blast between 08/11/2023 and the 08/13/2023.

To gain visibility, we implemented a Masthead on Youtube, delivered exclusively on Connected TV, and complementing the campaign, our videos were also delivered on Meta and Globo.com.

Impressions: +81M (3% over planned impressions)

Complete Views: +17,5M (185% over planned complete views)

Reach: +32.6M mothers and fathers were reached by the campaign

Brand Lift: +4,3% (Youtube Ad Recall) and +4,4% (Awareness)

Sales: +22% of sales in the period of the campaign