SC JOHNSON'S BABYGANICS

POOTRAITS

Disruptive Parenting Campaign

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This campaign took a product focused brief and turned it into a unified global brand campaign that celebrated the realities of parenting. It consisted of a hero film, social content, influencer partnerships, OOH, and media relations.

 

Producing an honest, relatable, film that showcased the reality of 'diaper duty' challenged the perception that media often portrays of parenting as being 'perfect'.

 

The campaign consisted of 40+ parents and creators who posted their Pootraits (nappy-changing reaction selfies), and encouraged their followers to do the same. Some of the influencers also participated in a satellite media tour as a part of the press strategy. In doing so, parents stood in solidarity with each other while engaging in a national conversation on the real experiences of being a parent.