BabyLove: Premmie Proud

BabyLove, a brand of nappies, successfully launched its new product, nappies for premature babies, by creating an app to provide a community for parents of premature babies in Australia.

Campaign details

Agency: BWM Dentsu

Executive Summary

This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only $100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a positive effect on the performance of the BabyLove Masterbrand.

Total Campaign Expenditure...

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