BabyLove: Premmie proud

Credits & Description:

Category: House, Garden
Media: Digital
Brand: BabyLove
Agency: Dentsu
Geo: Australia
Advertising Agency: BWM Dentsu, Australia
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Creative Group Heads: Denny Handlin, Jon Foye
Head of Onscreen: Margot Fitzpatrick
Senior Producer: Paul Johnston
Planning Director: Moensie Rossier
Senior Account Director: Andrew Henderson
Account Manager: Ashley Martin
Design Director: Eeuwout Baart
Production Company: Blue Boat
Director / Director of Photography: Nick Price
Editor: Brendon Killen
Sound: Speed of Sound
Published: January 2017
Description:
BabyLove is encouraging parents of premature babies to share their little miracle with the new Premmie Proud campaign via BWM Dentsu, Sydney.
Created in partnership with the Miracle Babies Foundation, and the world's leading baby photo sharing app, Baby Pics, the Premmie Proud initiative offers parents of premature babies a new way to share their experiences with the world.
The campaign, which launched this month, features a range of new, hand-crafted photo overlays exclusive to the app that speak directly to the moments only premmie parents can relate to, such as graduating from the NICU (Neonatal Intensive Care Unit) and being a 'Little Fighter'.
Relevancy:
This goal of this campaign was to shine a light on The Miracle Babies Foundation and parents with Premature Babies. However, we didn’t have a big budget to broadcast our message. We needed to create something that would generate lots of PR to get talked about within the Premature baby community. Thankfully, Premmie Proud was a PR success and now over 10,000 parents of premature babies have been able to proudly share their little miracle with the world.
Strategy:
We interviewed groups of parents with premature babies through the Miracle Babies Foundation. There was a lot of discussion around the fact that when a baby is born, parents love sharing the news on social media. It’s the one channel where you can reach all your friends and family in one go and therefore perfect to share your pride in your newborn. However, this lead to the discovery that if the baby comes prematurely, people don’t share. Parents of premmie babies feel uncomfortable about exposing their children to any form of judgement, while their friends are unsure what to say or how to express their support. This made social the perfect place to tackle this issue of personal and social discomfort and connect directly with our audience.
Synopsis:
BabyLove were launching a range of nappies specially designed for premature babies to provide them with ultimate comfort. At the same time, they were building a new partnership with The Miracle Babies Foundation, Australia’s leading organisation supporting premature and sick newborns and their families. The goal of our work was to generate widespread goodwill for the BabyLove brand with all parents, by leveraging the partnership to do something useful for premmie families, while also engaging their friends and family and generating talkability for mass reach of all families.
Execution:
We created Premmie Proud, a new social initiative to encourage parents of premature babies to proudly share their little miracle with the world. Designed in partnered with the Miracle Babies Foundation, and the world’s no 1. baby photo sharing app, BabyPics, it’s a new range of hand-crafted photo-overlays within the BabyPics app, created specifically to talk to the moments that only premature families experience, such as graduating the NICU (Neo Natal Intensive Care Unit), and being a ‘Little Fighter’.
Outcome:
In the first three weeks, Premmie Proud was featured on blogs and news sites all over the world – including Sunrise, Australia’s hugely popular TV breakfast show – earning over 3.5 million media impressions. The online launch film was viewed nearly half a million times. We raised over $15,000 dollars for the Miracle Babies Foundation (despite that not being a goal). BabyLove saw a 28% increase in brand awareness. And Premmie Proud is now a permanent part of the BabyPics app. But most importantly, more than 10,000 parents of premature babies have used Premmie Proud to share their little miracle with the world.
Campaign Description:
When a baby is born, parents love sharing the news on social media. But if the baby is premature, you won’t always hear about it. So BabyLove, the Miracle Babies Foundation and the world’s no 1. baby photo sharing app, BabyPics, created Premmie Proud – a new social initiative that encouraged parents with premature babies to proudly share their little miracle with the world.