Water Babies wanted a new and fun way to drive more awareness around National Baby Swimming Week to engage target consumers – families with future swimmers in need of lessons, and to highlight the positive results of baby swimming.
How it Works
Parents of young children were asked to post a photo of their “grumpy baby”, who of course would rather be having fun swimming, to Instagram or Twitter using the campaign hashtag for a chance to win a family getaway or a baby food goodie bag. The uploads were hosted on a live photomosaic, building out an image of a happy confident swimming baby from the multitude of grumpy babies.
300+ posts to the mosaic created over 500,000 campaign impressions over Twitter and Instagram, which saw 407% and 903% increased engagement respectively, and contributing towards an impressive 67% increase in online enquires compared to the previous year.