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. Most importantly, Merries becomes a unique and relatable diaper product.

We created a QR code on Merries packs and used it as a medium to provide our special sound to parents. With a quick scan, they will be brought to our campaign site where they could download this soothing sound to their mobile devices.

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.

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?

We came up with an insight that parents often feel helpless when their babies start crying. So what if we offered them a tool that helped them take control of the often hectic situation in a way no other brand did?

We created ‘Merries Babysitter’. This tool recreated the sound in a mother’s womb. It has a frequency of 6,000 to 8,000 MHz, which is proven to comfort crying babies.

With this utility, crying babies would no longer be a problem and Merries could create a meaningful connection with its target.