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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.


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

Highly commended

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

Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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