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Finalist

Bepanthen: Getting to the Bottom of Nappy Rash

by 3 Monkeys Zeno for Bayer


Summary of work

A third of babies and toddlers in nappies suffer from nappy rash at any one time creating stress, discomfort and sleepless nights!

Many parents act only when nappy rash symptoms arise perhaps unaware that they can protect from its causes. Bepanthen, the number two player in the category2, protects baby’s skin from the causes of nappy rash whilst aiding natural skin recovery.

Our digital campaign helped expectant and new mums recognise the importance of nappy rash protection and the role of Bepanthen at every bedtime nappy change - the time when the nappy is on for longest, and the chance of nappy rash occurring is greatest.

We know mums are online and are prolific users of social media, so we engaged influencers on a variety of social platforms to help us reach our target audience. Borrowing influencer credibility and reach, we worked with high profile individuals, established networks like Emma’s Diary and capitalised on Bepanthen’s own Facebook network.

From crowdsourcing content for an eBook via a Twitter party to collaborating with BritMums for a product trial among influencers, engagement through digital channels was key to the success of this campaign, harnessing the power of trusted peer-to-peer recommendations.

Judges' comments

We we saw  a project with a story to tell and a tangible outcome once it was concluded. The team made good use of segmentation and appropriately employed crowd-sourcing. We also liked the work’s Bedtime Challenge and the fact that its content had been syndicated.


Winner

PRIME – Making HIV History - by 90TEN for 56 Dean Street


Highly commended

Vaccines in Practice - by the Royal College of Paediatrics & Child Health



Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.