Cannes Lions

Little Big Change - Nappies with something to say

BUZZMAN, Paris / LITTLE BIG CHANGE / 2019

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Film
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Overview

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Credits

Overview

Background

January 2018, a scandal hits France. A study published in a famous French magazine revealed that a lot of diapers brands contains toxic substances like chlorine, petroleum, glyphosate… Very quickly, almost every French media relayed the information, pushing the French minister Ségolène Royal to react on TV.

The perfect moment for a little eco-friendly diapers brand to make itself known. But with our small budget and a context of suspicion, we had to imagine something outstanding and truly genuine, to ensure to gain people’s trust.

Idea

In the diaper’s world, everything is very codified. All diapers have cute patterns. All commercials show cute babies sleeping well and happy and serene mums.

In short, cute and consensual.

To stand out, and support our eco-friendly message, we took the exact opposite approach. We choose an impertinent tone of voice, and we developed the 1st diapers with words, to give the floor to babies. Because nobody is in a better position to speak out against toxic substances and tell our story.

That’s what all of our assets are about. Babies that don't even speak, saying loud and clear that they don't want other shit than their own in their diapers.

Strategy

For the launch, we focused on social media, targetting digital friendly parents from 25 yo to 49, to whom we pushed a film and key visuals.

We chose digital friendly parents because they're more informed and potentially more sensitive to get the best for their babies. And because they better fit to our home delivery system.

In parallel, we developed partnerships with influencers that have babies. Each month, 2 to 3 influencers posted photos and article of their babies wearing our diapers. The power of recommendation and influence is high concerning diapers, because it's an involving purchase.

After 3 months, when the brand has acquired a little awareness, we went on TV to reach a larger audience.

Execution

First, we launched the film that settled the basis of our new brand: revealing the scandal and presenting our eco-friendly diapers.

Then, we pushed to same target our key visuals explaining in greater detail, every aspect of our proposition (diapers composition, price, home delivery system...). And we worked on influence.

Once parents have ordered our diapers, they could discover a leaflet in their boxes, inviting them to share photos of their babies wearing our diapers with words. Much more “Instagramable” than other diapers, a great number of parents starts to share their photos, promoting at the same time our brand freely.

Outcome

In a few weeks, 40 million people were reached thanks to the film and social media but also thanks to the product itself. Quickly, a great number of parents starts to share photos of their babies wearing our diapers, promoting at the same time our brand and our eco-friendly diapers.

Subscriptions quickly increased from 15 per day to 100 per day. And after 8 months, almost 1 000 000 words were already worn.

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Shortlisted Eurobest
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