WaterWipes: #ThisIsParenthood

WaterWipes, a baby wipes brand, increased market share globally by creating a documentary-style video that showed the real and honest life of being a parent.

Overview

In a crowded market worth $4bn, a new brand wanted to increase its market shares. Previous efforts purely focusing on purchase intent created short term gain but were not sustained. Golin used customer journey modeling to inform where the focus of activities should be to increase sales and what corresponding research would be needed to accomplish this.

The babycare category projects images of perfect parenting which are causing parents to feel like they're failing. #ThislsParenthood flipped the category on its head by celebrating the perfectly imperfect world of parenthood, tackling taboos and dispelling myths. #ThislsParenthood changed the conversation around...

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