The Campaign

On Father's Day, we changed the brand name MamyPoko to "DadyPoko". Then we challenged dads to prove that — just like moms — they can clean up after their babies.

Creative Execution

We launched the campaign on Facebook by presenting a new DadyPoko logo on Father's Day. For just one week, we created social media content geared towards fathers, and encouraged everyone to share pictures of dads changing their babies' diapers.

We received over 1,600 submissions -- 5 times more than the industry benchmark for crowdsourcing social posts! Total reach went as high as 1,325,560, with total impressions at 1,554,835. Thousands of proud moms uploaded pictures and expressed their love for their husbands. And best of all, MamyPoko helped dads prove they are man enough to give a mother's love.

For the first time, a diaper brand used social media to engage an audience that is equally important yet often overlooked — the males of the Filipino household. Most of the active fans in MamyPoko's Facebook page are women, and this campaign motivated the men to interact with the brand.

Insights, Strategy and the Idea

Most marketing materials for diaper brands are addressed towards moms, so we wanted to challenge this stereotype by focusing on a new target market that's uncommon for the category: dads.