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 one week, we created social media content geared towards fathers, and encouraged everyone to share pictures of dads changing their babies' diapers.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Moms and dads alike were inspired to share their family photos and post heartfelt messages while also showing their trust for our product. Brand love for MamyPoko also grew exponentially, and this campaign persuaded thousands of Facebook fans to become active on our page.

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.