WaterWipes - This Is Parenthood

So needed this. Thanks for being so honest.

@heufelemily,

THE CHALLENGE

How do we gain market share by disrupting a category of big-spending competitors whose communications paint a false and disempowering myth of perfect parenting.

THE PLATFORM

The baby care category projects images of perfect parenting which are causing parents to feel like they’re failing. #ThisIsParenthood flipped the category on it’s head by celebrating the perfectly imperfect world of parenthood, tackling taboos and dispelling myths. To do this we documented real parents from across the world during their first year of parenthood - from the highs to the lows. We created a series of short films, a documentary, photo series, social content and OOH to inspire self-belief in parents across the world through the power of honesty.

THE RESPONSE

#ThisIsParenthood changed the conversation around parenting – sparking honest and open debate in social. Over 6.5 million views lead to a longer term 6% lift in brand awareness. The project also delivered commercial success with increase in sales over the campaign period as a direct attribution to the project.

WaterWipes tells the truth about parenthood

Shots Magazine,

Results

5000+
Hashtag Uses
6.5m
Views
2000+
Pieces Of Coverage

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This Is Parenthood

#ThisIsParenthood launched in direct to response to global research that showed that over half of parents felt like they were failing in their first year. The project aimed to change the conversations around parenthood and inspire self-belief in every parent through honesty.