With so many baby diaper brands to choose from, money-conscious parents often switch brands depending mainly on price. So how could we get parents to buy Merries again and again in this competitive environment?

Our strategy was to offer parents something no other brand did, something useful that would make them think less about the price on supermarket shelves.

We created a tool to help parents raise babies. ‘Merries Babysitter’ recreated the sound in a mother’s womb. This soothing sound has a frequency of 6000 to 8000 MHz, which is proven to comfort crying babies. Parents could download it to their mobile devices from the QR code on Merries packs.

We also encouraged parents to make repeat purchases even when other brands offered lower prices by releasing a new sound every month on packs of Merries for six months because it’s only natural for babies to grow immune to the same sound after hearing it repeatedly.

Merries Babysitter worked on 80% of babies. Parents now have another effective tool to raise their little ones. The campaign increased brand awareness by 35%. Sales also went up 25%.

We were able to sustain sales and increase brand loyalty without having to compete on price to appeal to money-conscious parents.

Diapers help parents raise babies. Our tool demonstrated that benefit by doing the same thing. With this idea, Merries was able to establish a meaningful relationship with a target that, otherwise, would normally walk away seeing a higher number on price tags.

Merries Babysitter is a novel utility that elevated Merries perceptions from normal diaper to an innovative and relatable brand.