POTTY PROJECT by J. Walter Thompson New York for Pull-ups

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POTTY PROJECT

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Industry Baby Hygiene
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Kash Sree. Walt Connelly
Creative Director Richie Glickman
Art Director Michael Ashley
Copywriter Dinesh Kapoor
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: KIMBERLY-CLARK
Product/Service: PULL-UPS DIAPERS
Agency: JWT
Date of First Appearance: May 11 2009 12:00AM
Entrant Company: JWT, New York, USA
Entry URL: http://www.weworkweekendsforbrands.com/2009/pottyproject/
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Walt Connelly (JWT New York)
Creative Director: Richie Glickman (JWT New York)
Copywriter: Dinesh Kapoor (JWT New York)
Art Director: Michael Ashley (JWT New York)
Broadcast Producer: Teya Montalbano (JWT New York)
Broadcast Producer: Kristen Barnard (JWT New York)
Business Director: Karyn Rockwell (JWT New York)
Account Director: Zahida Virani (JWT New York)
Planner: Libby Schaub (JWT New York)
Planning Director: Lauren Turner (JWT New York)
Digital Designer: Dave Hong (JWT New York)
Project Manager: Lani de Rose (JWT New York)
Production House: (Punched In The Head)
Editing House: (Moondog)
Media placement: 24 Videos - Potty Project Website - 11/05/2009
Media placement: Partnership And Banners - AOL Parent Dish Website - May 2009

Results and Effectiveness
In less than three months, the Potty Project became a top destination for potty-training parents, receiving 857,000 visits from mid-May to mid-August 2009. Families came to the site and shared their experiences - content sent to a friend exceeded goals four times over. Of parents aware of Potty Project, 71% felt Pull-Ups provided a resource with believable and helpful potty training information (vs. 48% unaware), and consideration was markedly higher (72% aware vs. 51% unaware). The great success? Approximately 900,000 new buyers came into the Pull-Ups business, 20.5% more than the same period in the prior year.

Creative Execution
To show that there’s no one way to potty train, we followed six families on their potty-training journeys, bringing the good, the awful, and the awesome to life. 20 webisodes were created for audiences to engage with online, surrounded by opportunities to engage and interact with one another and the featured families via the project platform. The campaign launched with TV, print, and digital advertising, and focused on driving to and integrating with parents’ daily online experiences. Partnering with AOL’s Parent Dish network, we created a potty-training-specific editorial section with units driving to www.pottyproject.com. The Potty Project site featured immersive video content, tools, tips, resources, and the interactive experiences like blogs and community forums our audience values and has come to expect online.

Insights, Strategy & the Idea
The training pant category relies entirely on a constant influx of households beginning potty-training, a stressful, messy and emotionally draining stage of child-rearing that nobody anticipates. Pull-Ups, the category’s dominant player, needed to incite families to begin a process they naturally wanted to postpone. For Millennial families, training feels like one more test of their competence as parents and their kids’ development relative to peers. We realised that before we could talk to parents about starting potty-training, we needed to relieve anxiety and pressure over “getting it right” – the truth is that there’s no right or wrong way to go. Every family’s potty training journey is unique. And if anyone could champion the truth in training, it was the category leader, Pull-Ups.