Increase the amount of engagement on Twitter among millennial moms, and simultaneously launch Dreft's Instagram during one of the busiest weekends of the year, Super Bowl Weekend.
Approach
We utilized Dreft's partnership with Kevin and Danielle Jonas for exclusive publishing rights of their baby daughter's (aka Baby Jonas) first public photos. We then posted teaser social posts on both Twitter and Instagram leading up to Baby Jonas' exclusive first photo. And during halftime of Super Bowl XLVIII, her photo was uploaded exclusively via Dreft's Twitter and Instagram.
Results
#BabyJonas was trending all over social media. During that Super Bowl weekend, the announcement photo became the most retweeted image in P&G history with over 48,000 retweets while doubling the amount of Twitter followers. The announcement photo garnered over 39,000 likes coupled with over 22,000 followers on Instagram making it a successful launch for the little brand that could during the busiest weekend.
Case Study Video
