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3 Monkeys | Zeno

Core disciplines: Public relations (PR), Social

One of the Top 30 most viewed agencies for 2016

 

Getting to the bottom of nappy rash

 

 

We created a campaign to help expectant and new parents recognise the importance of nappy rash protection and the role of Bepanthen at every bedtime nappy change – the time when the nappy is on for the longest, and the chance of nappy rash occurring is greatest.

Mums/mums-to-be are online and prolific social media users, so the campaign engaged influencers and harnessed established networks to reach target audiences on a variety of social platforms.

The campaign encouraged peer-to-peer conversation, offered shareable content and presented first-hand product experiences to validate brand messaging.

Activity comprised of;

  • Creation of an eBook ‘What the parenting manuals don’t tell you,’ featuring content crowdsourced from a Twitter Party, designed to help expectant/new parents transition smoothly into parenthood, while linking Bepanthen to protection and bedtime

  • A product trial with BritMums, #BepanthenBedtimeChallenge, to drive reviews and peer-to-peer recommendations

  • Support of the 10thMonth.co.uk launch using consumer research to create a strong hook for media featuring insights on how mums feel about their transition to parenthood

  • Successful submissions to four key consumer-facing awards, driving third party endorsement for Bepanthen from influential organisations
     

 

121

pieces of coverage generated as part of the campaign

 

Total campaign reach of

73 million

 

 

2,634

downloads of the eBook (15/01/2017)

 

 

56,240

views of the eBook

 


PR Moment Award

nominations for Healthcare Campaign of the Year and Health Marketing Campaign of the Year

 

 

 

OTC Marketing Award

nomination for Best PR Campaign for a Non-Medicine

 

 

14.1 million

social impressions resulting from the Twitter Party

 

 

 

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