Type
Social Media
My Role
Timeline
2019-2020
Skills
Bobby – Side by Side, Love All the Way
Boosting awareness of Bobby’s new pant diaper and supporting parenting partnerships.
About
In 2019, Climax won the pitch to handle Bobby's social media campaign for their new pant diaper, and I co-led the project from 2019 to 2020. Our goal was to boost engagement with young families and solidify Bobby's reputation as a trusted partner in parenting. Through creative strategies and consistent messaging, we aimed to connect with parents and build stronger brand loyalty.
The Challenge
Bobby needed to stand out in a market flooded with similar messages from competitors. The goal was to not only promote the new pant diaper but also to forge a deeper emotional connection with parents.
The Solution
Our strategy focused on engaging the whole family, particularly emphasizing the inclusion of dads, who are often underrepresented in parenting advertisements. Our campaign theme, "Side by Side Each Day, With Love All the Way" set the tone, emphasizing Bobby’s support for both moms and dads in their parenting journey. The strategy included:
Visuals: featured a mix of visual formats, including animated short videos for better engagement.
Three Pillars of Content:
Product Features: Showcasing the pant diaper’s comfort and ease of use.
Parenting Tips: Providing practical advice for both parents.
Promotions and Seasonal Content: Timely promotions and relevant seasonal content.
