Our simple creative idea was rooted in a human truth – that parents can’t resist blowing a raspberry on their baby’s tummy. We captured a variety of real families enjoying this intimate interaction (and the adorable reactions on the babies’ faces) to treat the audience to a series of loveable moments and a cheeky, captivating sound that they could immediately relate to.

We then connected this moment to Milupa’s Milumil range of follow-on formulas, which contain essential nutrients that support the growth and development of their little one, providing the love on the inside that parents celebrate with the tummy raspberry on the outside.

Although this is a universally popular act (called a 'raspberry' in the UK) the German language didn’t have a word for it. So to add ownability to the campaign, we created the phrase ‘Bäuchlein Blubbern’ ('Tummy Bubble') - memorable, mnemonic words that charmingly describe the action.

Qualitative research proved the validity of our ‘Blubbern’ idea and the real-life scenarios between parents and their baby’s tummy. We also worked with an openweb media group to identify creative elements that matched the brand position and connected with consumers in a way which would encourage them to share the content through innovative formats, mini stories and ongoing optimization.

Timeline: The campaign ran from Nov 16–Jan 17 but due to its success paid placement was extended to the end of March ‘17.

Placement: This was the brand's first digitally led campaign and included Facebook, Instagram, You Tube, Search and openweb video networks. It was so popular the brand booked a disruptive and out of season 60’ Christmas TV spot.

The films were created for Germany, but the content is so successful it’s now been used by Poland and soon the Czech Republic.

The campaign was a huge success, emotionally communicating the functional purpose of the brand and increasing engagement across key touchpoints.

With a target audience of 1.1m parents across Germany;

Results to date:

Total views: 7,010,806

Social reach: 5,576,846

Social interactions: 88,268

Site visits: 85,481