When Babylove launched its range of Premmie Nappies in late 2016, it was almost 1 year after Huggies had launched and established the category in Australia. In January 2017 we were tasked with raising awareness of the range, but more importantly demonstrating the brand's support for premmie parents.

Our objectives were as follows:

1. Increase sales & share of the Premmie product

2. Maintain Shelf Space within Chemist Warehouse, our key distributor

3. Use the launch to create a halo effect on the Babylove masterbrand equity measures & image attributes

4. Increase sales & share of the BabyLove Masterbrand

Although we were late to the party, it was the perfect opportunity to highlight the newly defined brand belief that "every baby is perfect in their own way". As the challenger brand that was never going to out shout the competition, we decided actions would speak louder than words. Interviewing parents of premature babies highlighted the trials and tribulations of the first weeks / months of their babies lives. During this time, things are far from perfect. In particular, we heard how parents of premature babies felt unable to share news of their newborn on social media. They feared what people may say or how they would be judged, preventing them from posting pictures.

We decided to address the fear, and help parents celebrate their pride and joy. Using social to tackle the issue, we would help parents to express themselves and bring about real behavioural change.

Together with the Miracle Babies Foundation, and the world's number 1 baby photo sharing app, BabyPics, we created Premmie Proud. Designed specifically to talk to the moments that only premature families experience, like graduating the NICU (Neo Natal Intensive Care Unit), and being a 'Little Fighter', it empowered parents with a new range of hand-crafted photo-overlays within the BabyPics app.

To promote the initiative, we created a short film to run as a pre-roll on YouTube targeting parents of both premature and full term children, and ran PR campaign, released to parenting titles, trade publications encouraging people to download the babypics app.

The Campaign was a massive success, meeting all key objectives. Sales increased by 30%, and market share increased by 14%. We maintained shelf space in Chemist Warehouse by a factor of 66%. Consideration of BabyLove saw significant uplift, with 'consider main brand' up 56%, 'favourite brand' up 45%, and 'brand you would recommend' up by 29%. BabyLove image attributes saw major growth, with 'trustworthy' increasing 32%, 'premium' increasing 102%, and 'reassuring' increasing 93%. This resulted in a sales increase for the Masterbrand of 17.3%, and an overall share gain of 3%.

On a small budget this represents a massive success for the brand, accelerating the Premmie range, and driving masterbrand BabyLove growth. Most importantly, more than 10,000 parents of premature babies have used Premmie Proud to share their little miracle with the world - and in doing so have helped counter the trauma that comes with giving birth to a child prematurely.