Tip in for our Little Miracles on World Prematurity Day

MOTION // DIGITAL // SOCIAL

Tommee Tippee - a global baby product brand that produces bottles, nappy bins, breast pumps, soothers and sippy cups - had received negative press due to a global product recall on their Super Soft Comforters. This has resulted in backlash from parents who had been using the product for their kids, generating further negative press on the brand. 

In order to position Tommee Tippee as the favourable baby products brand, we leveraged mummy bloggers and social media influencers to promote the brand’s #ParentOn philosophy, which calls upon parents to share their not-so-fairy tale parenting moments. We produced a series of new #parenton photographic images and consumer competitions for influencers to offer their followers the chance to win product packages by uploading similar #parenton moments. 

To further increase positive digital share of voice for the brand amongst the online mummy community, we also devised and developed a CSR campaign, partnering Tommee Tippee with Miracle Babies to drive awareness and public donations for premature babies on World Prematurity Day.

This philanthropic cause has generated welcome positive sentiment towards the commercial brand and engaged a number of mummy influencers and the cumulative reach for secured content to date is over 500,000. The content created and posted by these influencers had generated positive engagement from their followers and ultimately, helped positioned Tommee Tippee as the brand of choice for baby products among the key target consumers in Australia. 

The video for the Tommee Tippee Tip In campaign generated over 50,000 views via their social channels on the first morning of launch day alone.