We built a new generation of baby care for a new generation of parents
I was part of a small team that launched Cuties - a new line of premium diapers, wipes, and training underwear. My role included strategy, product and packaging design, marketing, advertising and social media. We worked with R&D, legal teams and senior stakeholders - and now it's sold on Amazon and Walmart.com.
We explored how this generation of millennial parents is redefining parenting. And we delivered a product, and a campaign, that would speak to their unique parenting style.
To get things started in a big way, we launched a full-scale introduction to the brand. Cinematic films, adorable demo videos, and a new website showcased the brand in a way that moms and dads would actually care about. We took to social media to further differentiate our brand from its major competitors and drive parents to Amazon and Walmart.com. And we worked with smart, influential partners to organically grow the Cuties community.
It worked. Even with category leaders outspending us by millions in traditional advertising, we found a way to outshine them with a media-agnostic campaign that spoke directly to our target. In less than a year, we garnered nearly 6 million impressions and increased our Instagram following by 455%.