Adaily Inspiration Week #10: Parenthood

2. “Parenthood: Rephrased” - Babyshop

Babyshop did a campaign using a new Arabic word "AL UMOBUWAH" to express equality in parenthood.

FP7 McCANN Dubai • 2018 • Retail - other • United Arab Emirates • Middle East

Challenge

The challenge of this campaign was to address the lack of gender equality in the Arabic language, specifically when it comes to the word for "parenthood." The existing word only referred to "fatherhood," leaving out the importance of mothers in the concept of parenting. The goal was to create a new word that would include both parents and promote gender equality in the language. However, introducing new words in Arabic has previously faced backlash and bans, making it a risky endeavor. The campaign needed to navigate these challenges and persuade the target audience to accept and adopt the new word for "Motherhood and Fatherhood."

Target Group

The target group of this campaign was the general population in Saudi Arabia and the Middle East, with a specific focus on parents and caregivers. The campaign aimed to promote equality by introducing a new Arabic word for "parenthood" that included and implied both mothers and fathers, challenging traditional gender roles and promoting inclusivity.

Idea

The main idea of this campaign was for Babyshop, a children's retailer in Saudi Arabia and the Middle East, to stand for equality and inclusivity by creating a new Arabic word, AL UMOBUWAH, that means "Motherhood and Fatherhood." The campaign aimed to challenge the lack of gender-neutral language in Arabic and promote the idea that both parents are equally important in raising children. Despite facing backlash and negative reactions, the campaign successfully generated positive support, gained media coverage, and resulted in increased brand buzz, love, relevance, consideration, and new customers for Babyshop.

Results

The campaign to introduce the word "Al Umobuwah" to the Arabic language and promote equality in parenthood achieved significant results. It generated over 400,000 mentions on social media and earned 2.3 billion impressions in earned media. The campaign reached 220 million people regionally, representing 92% of the population across the six markets. This extensive reach resulted in an estimated $4.5 million in earned media value. The campaign received positive support from 50% of those reached, sparking a conversation around the importance of equality in parenthood. However, it also provoked negative reactions and hate, particularly from conservative men who opposed the change. To counter the negative comments, 43 Arabic female and male influencers endorsed the word and engaged with negative commentators to educate and promote understanding. Leading Arab media voices also supported the word, with endorsements emphasizing its innovation and inclusion of both parents. In addition to the social impact, the campaign had positive business outcomes for Babyshop. The brand saw a 27% increase in brand buzz, a 32% increase in brand love among Arab mothers, a 21% increase in relevance, a 12% increase in consideration, a 4% increase in new customers, and a 2.3% increase in wallet volumes. Furthermore, the word "Al Umobuwah" found its place in a published Arabic dictionary through adoption across Saudi Arabia, the Middle East, and abroad. This demonstrated the campaign's lasting impact on the Arabic language and cultural norms surrounding parenthood. Babyshop became the first brand in the Middle East, and the world, to innovate with the Arabic language in this way.

Links

3. “The Diapér” - Baby2Baby

Goop did a fake luxury diaper campaign using shock value and celebrity endorsement.

Mother Los Angeles • 2022 • NGO - poverty • United States • North America

Challenge

The challenge of this campaign was to raise awareness and challenge the luxury tax imposed on diapers in several states, highlighting the absurdity of considering an essential item as a luxury. The goal was to generate public outrage and advocate for the removal of the diaper tax.

Target Group

The target group for this campaign was primarily individuals who were passionate about advocating for the elimination of the luxury tax on diapers. This group likely consisted of parents, caregivers, and individuals who recognized the importance of affordable access to essential baby products. Additionally, the campaign aimed to reach a broader audience, including those who may not have been aware of the existence of the luxury tax on diapers or its implications.

Idea

The main idea of this campaign was to raise awareness about the issue of diaper taxes being classified as luxury items in certain states, and to advocate for their reclassification as essential goods. By creating a fake luxury diaper product and generating controversy around it, the campaign aimed to draw attention to the absurdity of taxing diapers as luxury items, ultimately leading to a change in state tax laws.

Results

The campaign had significant results. It generated over 150 million impressions and became a trending topic, breaking through the news cycle dominated by the abortion ban in May 2023. Most importantly, as a direct impact of the campaign, four states dropped their diaper tax. This outcome demonstrated the effectiveness of the campaign in challenging the luxury tax on diapers and advocating for their classification as essential goods.

Links

4. “A Dad's Job” - Home Centre

Home Centre challenged a cultural taboo and connected with its primary customer base by featuring single mothers in their advertising campaign, resulting in a significant increase in footfall, purchases, and revenue.

FP7 McCann Dubai • 2020 • Retail - furniture • United Arab Emirates • Middle East

Challenge

The challenge of this campaign was to challenge a cultural taboo and change perceptions by featuring single mothers in advertising. In the Middle East, single mothers are often stigmatized and rarely portrayed in media. The goal was to connect with Home Centre's primary customer base of Arab mothers and build emotional connections by showcasing the strength and resilience of single mothers.

Target Group

The primary target group of this campaign was Arab single mothers, who hold 80% of the purchasing power for Home Centre, a home retailer in the Middle East. The campaign aimed to challenge cultural taboos surrounding single mothers and build emotional connections with this customer base.

Idea

The main idea of the Home Centre campaign was to challenge the cultural taboo surrounding single mothers in the Middle East and build emotional connections with its primary customer base. The campaign aimed to portray single mothers in a positive light and change the perception that a man only leaves if a woman has failed to be a good wife. The campaign featured videos and initiatives that celebrated single mothers and their contributions as parents.

Results

According to the agency, the campaign achieved significant results. During the first three months, it generated 1.1 billion earned media impressions and $3.7 million in earned media. The campaign also garnered 102 million cross-platform organic views and reached 63% of the region. The public sentiment surrounding Arab single mothers saw a significant positive shift. There was a 512% increase in conversations about Arab single mothers, and after three months, there was an 86% increase in positive sentiment on the topic. In terms of business impact, the campaign led to a 190% increase in footfall (both online and in-store) from Arab mothers during the three months after the campaign compared to the three months prior. There was a 170% increase in the amount purchased and a 120% increase in revenue.

Links

5. “Keep Every Baby Safe” - Owlet

Owlet Baby Care did an influencer marketing campaign using authentic testimonials to promote their Smart Sock Baby Monitor.

Tinuiti New York • 2020 • Parenting • United States • North America

Challenge

The challenge of this campaign was to find a way to promote Owlet's Smart Sock Baby Monitor in a positive light without perpetuating fear, especially during the COVID-19 pandemic. The brand wanted to pivot their strategy and leverage influencer creative to support and empower parents during this already challenging time.

Target Group

The target group for this campaign was new parents or parents-to-be who were interested in monitoring their baby's health while they sleep. The campaign aimed to provide them with a sense of security and peace of mind by showcasing how Owlet's Smart Sock Baby Monitor could help them track their baby's heart rate and oxygen levels. The campaign primarily focused on engaging parents within the target audience who actively engage with Owlet's social content and are seeking credible information and recommendations from fellow parents.

Idea

The main idea of this campaign was for Owlet Baby Care to leverage influencer creative to promote their Smart Sock Baby Monitor and drive engagement and conversions among new parents. They aimed to provide authentic, credible recommendations and reviews from a variety of parents across the nation, especially during a challenging time when parents were looking for trusted recommendations and support. By utilizing influencer content on social media platforms, Owlet was able to capture the attention of their target audience and successfully promote their product.

Results

The influencer creative strategy implemented by Owlet Baby Care for their Smart Sock Baby Monitor campaign yielded positive results. The influencer content drove 13% more cost-efficient CPC (Cost Per Click) than the account average, indicating higher engagement from users. Additionally, the influencer creative generated a 42% stronger CTR (Click Through Rate) compared to the account average, indicating that users were more likely to click on the ads. The influencer strategy also resulted in a 25% lower CPA (Cost Per Acquisition) than the business as usual (BAU) creative, showcasing a more efficient use of budget for driving conversions. In terms of revenue generation, the influencer creative produced a 26% stronger ROAS (Return on Ad Spend) than the account average, indicating a higher return on investment. Furthermore, the influencer content led to a 16% stronger CVR (Conversion Rate) than the account average, indicating a higher conversion rate among users who interacted with the ads. Overall, the influencer campaign proved to be an effective strategy in engaging with the target audience, driving user engagement, and achieving positive performance metrics for Owlet Baby Care's Smart Sock Baby Monitor.

Links