Babyganics - Pootraits
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Babyganics - Pootraits
Celebrating the perfectly imperfect parts of parenting
66% of parents believe the way diaper duty is depicted in the media false. Filled with smiles and squirm-free babies when in reality, changing diapers really stinks.
To champion all moments of parenting – especially the perfectly imperfect parts – Babyganics decided to tackle this ignored truth with a 360 campaign developed by Manifest – Pootraits.
The Background
Built around the launch of Babyganics’ Triple Dry Diapers, the multi-channel campaign’s aim was to show what really happens at the changing table by encouraging parents and caregivers to share their real diaper duty reactions using #Pootraits.
Our Approach
Beginning with a participation film, 48 parenting influencers kicked off the world’s first diaper change portrait gallery. From startled to surprised, influencer content championed real changing time emotions and their Pootraits sparked national parental engagement by sharing their #Pootraits.
Off of the public’s enthusiasm, the Pootraits were pushed to the press. Babyganics unveiled statistics like 56% of parents are afraid they’ll run out of supplies mid diaper change, and 48% admitting to pretending they didn’t smell a stinky diaper in the hopes their partner will change it instead.
Aggregated to a Pootraits landing page, parents’ Pootraits were voted on weekly by the public. Weekly winners received a year’s supply of Triple Dry Diapers (and more).
Hero influencers participated in a satellite media tour to spread Pootraits’ perfectly imperfect message across TV and radio.
At wrap, real Pootraits were amplified through a wheatpasting campaign in NYC and SF – reinforcing the bigger than life belief that real parenting is something to shout about.
The Reaction
Parents across the nation joined together to discuss answering the call of someone else’s duty. Whether they shared their own Pootrait, voted online, or commented diaper duty stories on social, we sparked a conversation surrounding a parenting truth often overlooked.
