Super Cute's: Super diapers – Wondershorts and Wonderskirts

Sanitary brand, Soothe Healthcare, used an online consumer acquisition-led approach to launch its Super Cute's nappies range in India.

Campaign details

Brand: Super Cute'sBrand owner: Soothe Healthcare Pvt. Ltd.Lead agency: Motivator (GroupM)Contributing agency: WebDakshaMarket: IndiaSector: Baby careMedia channels: Online display, Online video, Programmatic display, Search marketing, Social mediaBudget: Up to 500k

Executive summary

Soothe Healthcare was a sanitary brand which at the time of the campaign had been in the sanitary napkin space for just over three years. Being in the sanitary napkin space, it made sense for it to also try and make a dent in the kids' diapers market, and it decided...

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