Parenting – it’s a tough gig. There’s always more toys to pick up, more tantrums to soothe, more opinions to wade through, more worries to add to the pile. It would be very easy for an immunity support product to add to these. To paint the world as a scary place that our little ones need protecting from.
Instead, we found a relatable truth – and made it a joyful celebration. That truth? Little one’s throw themselves at life mouth-first. Sure, it’s a bit gross when they’re gumming the tv remote – but it’s them exploring. Discovering tastes, textures, what they like, what they don’t, what’s food, and what isn’t. Focusing on this baby-specific behaviour, we highlighted how Heinz new pouches not only help children carry on exploring the world – they also give parents the confidence to let their little ones roam.
The campaign reached over 8 million unique users – 2.6 million more than planned. And achieved 88 million impressions on earned media + 76.4% KPI Uplift. 90% of people watched our film all the way through, greatly exceeding completion benchmarks, while our view through rate was over double the norm. And when it came to click through, rates were 60% above benchmarks too!
A website can only say so much. There’s nothing like a conversation.
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