Dreft was an old brand that needed a complete refresh to appeal to the millennial mom target. Enter the "Amazinghood" campaign. We decided to celebrate the beautiful, bumpy, scary, insanely gratifying and undoubtedly messy journey of babyhood. We embraced what's real. We celebrated the food flingers, the newborn fart masters and the sleep deprived zombie moms. We stayed relevant to conversations on social media and tapped into trending hashtags.
The videos and posts received over 2.4 million views, tons of shares, likes, and started hundreds of conversations with our millennial mom and dad target. Not too shabby for a small brand with a budget the size of a pea.
- Project Roles
- Copywriter, Creative Director
- Comedy, Copywriting, Creative Direction
- Branded Content, Magazines, Social Media Content, Social Media Copy, Websites
- Project Industries