To celebrate the unseen, unsung heroes of diaper-changing time – I suggested we ask real parents to share their diaper changing selfies on social media for the chance to win a year’s supply of Babyganic nappies. 

To kick off the campaign and maximise social reach we would work with parenting influencers.

The name of our campaign on stinky selfies? #Pootraits.

This was rolled out as an integrated campaign in the US, sparking conversations between parents about their real feelings about diaper time.

We gained mainstream media attention and Pootraits was syndicated to over 350 stations, hitting over 18 million impressions. Influencers across the nation used their platforms to reach over 990,000 viewers and website traffic increased by more than X300.

Upon the campaign’s wrap, top-performing Pootraits were wheatpasted in both New York City and San Francisco.

• 687 pieces of coverage

• 15,000,000 brand film views

• 17,919,500 OOH impressions

• 350,000 Broadcast TV and radio station syndications

• 995,000 influencer reach

• 7% increase in product sales