Oops! I Forgot It Again

It’s completely ok to be a Perfectly Imperfect Parent.

Parents and families get so much joy from being outdoors. But too often, the act of getting outside is stressful. There’s numerous trips between the car and the house, temper tantrums, and once they’ve made it outside, there’s ALWAYS something that’s been forgotten.

So we created Oops! I Forgot It Again; a celeb-fronted campaign to help parents and families enjoy the great outdoors by ensuring they everything they need - including Babyganics’ Sunscreen and Bug Repellent.

The Challenge

Create a PR-forward creative campaign to highlight the new Sunscreen and Bug Repellent while laddering back to Perfectly Imperfect Parenting

The Store

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  • Our Approach

    We started by deploying a nationwide survey to uncover how chaotic and stressful it is for parents to get their kids ready for a day outdoors.

    The data we received informed our media materials and the products found in the two Oops! I Forgot It Again stands. The stands were open for one weekend in two metropolitans where parents could take anything they might’ve forgotten (free of charge) and in turn, donate extra items of theirs.

    Alongside the activation we also partnered with celebrity mom, Nikki Reed. She did a round of media interviews, media training, and even created a social media post speaking to the campaign.

    We then pitched the campaign news to media outlets and seeded the new products to editors.

    We then worked with a multitude of influencers across paid, gifted and community drivers to bolster campaign awareness via social media that also supported Babyganics owned social channels with content from the Oops! I Forgot It Again stands.

Nikki Reed - Mom of the rear

Influencer Content

The Results

1.78M

Talent reach

32

Pieces of earned coverage

99%

Key message penetration

107200

Paid influencer reach

1.6B

Total impressions

2558

People attended event

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