Babyganics - a brand committed to showing the real side of parenting through its multi-year platform “Here’s To Perfectly Imperfect Parenting” was launching its new diaper range - Babyganics Triple Dry Diapers, alongside its DTC offering. The diapers were the brand’s driest and comfiest diaper to date and a significant piece of innovation for the brand, which typically plays in the bath and body space.

Babyganics set a clear challenge to its agency partner - create a 360 campaign to launch Triple Dry Diapers and reinforce the brand commitments of standing up for all parents and showing the real side of parenting.

The campaign objectives were:

● Raise awareness for the new product - Babyganics’ most significant innovation in recent years and DTC offering

● Build brand love by demonstrating commitments to championing real parents

● Forge a community of parents nationwide, united by their shared experiences of diaper duty

To avoid finger-wagging and ensure the tone was positive, we knew humor was the best route to reach parents and create a talkable topic that would drive headlines. We took inspiration from the hilarious faces moms, dads and other diaper duty warriors make when they first see what’s inside a dirty diaper. These surprised faces captured the authenticity we sought to convey and importantly, were relatable. Every parent had their own tale from the changing table.

So we launched Pootraits - a 360 campaign to celebrate the unsung (and unseen) heroes of diaper changing time by showing what really happens when duty calls. The participatory campaign called upon people to submit their own diaper duty shots, which were aggregated onto the #Pootraits microsite for other parents to laugh, cry and vote upon. This UGC and social buzz would go on to naturally trigger earned results.

60% of parents believe the way diaper duty is depicted in the media and in advertising is false. Filled with smiles and squirm-free babies when in reality, diaper duty can really…. stink. In fact, 9 out of 10 parents frequently experience a poop-related disaster. So why is it no one is really showing what happens on the changing table? Babyganics set out to change that.

The campaign set out to reach parents and caregivers and help them realize that they’re not alone in their diaper duty drama and that they’re not getting it wrong.

The social CTA was compelling due to the promise of weekly prizes and the collection of images and social chatter quickly lead to press coverage. This was supported by influencers and hilarious stats that made it a story both online and broadcast were hot to cover.

Pootraits kicked off with a participation film, humorous social content and 48 influencers contributing to the world’s first diaper change portrait gallery. From startled to repulsed, content championed real changing time emotions and Pootraits sparked national parental engagement with others coming forward to share their own stinky surprised faces. The public voted on their favorites and each week parents won supplies of Triple Dry Diapers and Pootraits swag.

Pootraits was pushed to the press, adding color to parental truths untold with stats like ‘56% of parents are afraid they’ll run out of supplies mid change’, and ‘48% admit to pretending they didn’t smell a stinky diaper in the hopes their partner will change it instead.'

Hero influencers participated in a satellite media tour to spread Pootraits’ perfectly imperfect message across TV and radio.

To conclude, real Pootraits were used in a wheatpasting campaign in New York & San Francisco.

● 687 pieces of coverage

● 18 million media impressions

● 15 million participation film views

● 350+ broadcast television and radio station syndication

● 995k influencer reach

● 300x more website traffic to Pootraits landing page

● 7% increase in diaper sales

● 19% conversion rate increase

● Top performing newsletter in business history