2019 Winners & Shortlists

Background.

Bebelac needed a disruptive engagement idea on Social Media that linked strongly to Bebelac Functional benefits of Physical, Brain & Social Development. The idea had to tackle a unique truth about today's toddlers and show mums that we understoon what they go through every day with their tech-savvy toddlers.

Describe the creative idea.

Because kids today understand and interact with technology like no generation before them, we partnered with three of the region’s top mommy influencers to create a campaign unlike anything else you see on Instagram, with real thumb-stopping power. They posted content that made it seem like their kids had stolen their phones and were posting themselves. This included blurry posts, videos and stories from the kids’ points of view, accompanied by nonsensical, gibberish captions. We then posted the revealers, showing the product benefits in a unique way.

Describe the strategy.

Our target audience was the moms of young children, who spend a lot of their time on social media. This is where they get parental advice, including nutritional information. To reach this target right, we utilized three of the region’s most influential mommy influencers – Deema Al Asadi, Rand Aldisi, and Noussa Nour – people that our moms were already turning to for guidance. We decided that as this space was already saturated, we needed an idea that could break through the clutter and get people intrigued.

Describe the execution.

We began by asking the influencers not to post anything in the morning – planting the seed that they didn’t have their phone. At lunchtime, all three influncers posted the teaser videos simultaneously, from their kids’ point of view. We then had them post stories as if their kids had posted them, again without any context or communication from the influencers themselves. After three hours, we posted the revealer videos from all three influencers at the same time, revealing the idea behind the campaign and the brand’s role in the brain development of kids today.

List the results.

300 thousand views in the first three hours. A 500% increase in the influencers' typical engagement rate. A new way of posting partner content through influencers. And a new way for Bebelac Junior to speak to our audience.