Ziploc wanted to create a YouTube video series to show just how crazy life with kids can be. So, we chose the most chaotic scenarios known to parenthood—potty training, putting a toddler to sleep, even dining out with twins, etc.—and had improv actors play the role of the parents. The twist? The role of the kids was played by animals.

Little Beasts is a video series that lives on YouTube, mom’s video source and second favorite search engine, and a key media partner for Ziploc. We released 6 videos to keep our audience engaged and coming back for more. The videos were distributed via YouTube TrueView ads and Facebook-promoted posts. The commiserative nature of these videos truly connected with our target audience, which led viewers to share, tag friends, and comment positively on the content.

We set out to create an emotional connection with our audience. In just three months time the video series received over 14 million views and earned thousands of social actions. The sentiments in user comments were overwhelmingly positive and we saw fans all over sharing the videos with their friends as a humorous reflection of their identity. Our partner Google heralded the series as best-in-class performance for both ad recall and brand lift.