The Campaign

INSIGHT: With the right love and support in the first few weeks of motherhood, most cases of the baby blues are short-lived. IDEA: Since love and support are crucial at this early stage, we created NAPPY NOTES—a simple idea to help new mums beat the baby blues. We redesigned our smallest-sized nappies for newborns. Leveraging standard ‘wetness indicator’ technology, we embedded simple messages that appear when the nappy gets wet—loving messages of encouragement, each coming from the best person to give mummy a boost…her baby.

Creative Execution

Leveraging standard ‘wetness indicator’ technology, we embedded simple messages that appear when the nappy gets wet—loving messages of encouragement, each coming from the best person to give mummy a boost…her baby.

Now new mums receive as many loving messages as their babies pee each day—at the time they need it the most. Research results showed that 60% of new mums reported a positive reaction to Nappy Notes. With one simple idea, we proved that love can conquer all. And for new mums, that’s a big deal. By engaging with young mums at every nappy change, the brand went from being 'wallpaper' to reinventing the humble nappy as a brand-new medium.

Baby nappies are a low interest category where brands have little differentiation. So we created NAPPY NOTES—using nappies as our medium—to build a deeper emotional connection with mothers. We embedded loving messages in every nappy to help new mums beat the baby blues—a serious problem that affects up to 80% of all first-time mums. By communicating with young mums at every nappy change, the brand went from being 'wallpaper' to reinventing the humble nappy as a brand-new medium.

Insights, Strategy and the Idea

HELLO ANGEL’S brand purpose is rooted in delivering ‘love and support’ to young mothers. We sought to own ‘love and support’ by creating a deeper emotional connection with mothers. Since up to 80% of all new mums suffer from the baby blues in the first few weeks of motherhood, this carved out a powerful brand opportunity for us—to help new mums beat the baby blues by providing the right ‘love and support’, at the time they need it the most. By embedding loving messages in every nappy, we engaged directly with new mums at every nappy change. And with every nappy change, we built a stronger bond between the mother and her baby, and towards our brand.