The DVC
We created a DVC to bring the core campaign idea to life, the power of deep sleep. When kids sleep deeply, they dream better, feel happier, and wake up refreshed. In that deep sleep state, they almost take care of things themselves, playing with toys in their dreams, giving moms the time they need to get through planned chores peacefully. The impact of deep sleep goes beyond the child. Parents wake up to a happier, more relaxed, and chirpier baby. The DVC captures how quality sleep creates a win for both kids and parents, reinforcing the true value of uninterrupted rest.
CGI and Anamorphic Billboard
We created a series of CGI videos to tap into the format’s peak popularity and its ability to grab attention on Instagram. Alongside this, we executed anamorphic billboards to clearly highlight the product’s key RTBs and spark curiosity at scale. Together, these high impact visual formats helped drive stronger engagement and visibility across social media.
The Talking Website
We built a talking website with a scroll led narrative experience using GSAP (GreenSock Animation Platform) and Visual Motion & Feature Reveal. As users scrolled, the diaper animated across the page, highlighting key features and benefits before seamlessly transitioning into the TVC. The interactive format drove deeper engagement and increased time spent on the website by 25%.
The Influencers
The Digital TVC was further leveraged with a 360° approach entailing influencer activity for driving amplification across digital platforms. For driving campaign mileage amongst the target audience, MamyPoko Pants roped in television celebrity Neha Marda to tap the large audience base following the actress. Along with this, the brand collaborated with mommy bloggers to create visibility and, likewise, instill the top-of-the-mind recall value of the brand among the mothers.
The Doctor Videos
We identified that mothers are highly active online, even at late hours, seeking answers and reassurance. To address this, we curated the most frequently asked questions and had them answered by a trusted pediatrician. This added credibility to the content while providing timely, expert backed support to parents when they needed it most.
