Charlie Banana’s Cloth Diaper's mission is to create a better world for babies by connecting eco-conscious parents to superior, reusable cloth diapers.
They believe that single-use plastics can have a devastating impact on our environment – and reversing that impact means creating products that are gentle on baby's skin and gentle on the planet.
That's why every Charlie Banana diaper is made with the softest materials, Climate Neutral Certified, and benefits environmental causes through our pledge to donate 1% to the Planet.
Charlie Banana wanted to educate new parents and create awareness of the benefits of cloth diapers for babies and the environment.
“Charlie Banana wanted to create awareness and consideration for its eco-friendly reusable cloth diapers by building brand RTBs.”
The brand used an insight-based Community Marketing solution to generate conversations and UGCs around the benefits of using cloth diapers for babies. To achieve this, the brand engaged with 5 Parenting & Cloth Diaper communities with over 240K members.
To begin the ideation for the campaign, we first analysed the existing conversations around baby diapers in the above communities. We observed:
Based on the observations, we focused on creating a campaign to understand the barriers to adopting cloth diapers by conducting a survey and further creating awareness of the benefits of cloth diapers while addressing members' concerns.
We devised our campaign strategy in four parts which involved: surveys, community campaigns, champions program, and monthly insights to measure impact.
1. Surveys: We hosted two surveys in the communities, each with a different objective.
2. Community Campaigns: The campaign was done in four phases, each with different communication.
In the first phase, we did a light-hearted contest to spark engagement/conversation around cloth diapers, especially for Charlie's banana diapers. Since it was the start of the campaign, we wanted mothers to talk about cloth diapers. This was led by admins sharing their personal experiences and encouraging moms to try.
In the second phase, we hosted a live session intending to educate members about the benefits of cloth diapers while highlighting the superior benefits of Charlie Banana. This was led by a community admin with an expert from Charlie Banana ( R&D head).
The third and fourth phases were occasion-based campaigns. They were executed during the Black Friday sale and before Christmas. The objective was to engage with consumers through an engaging challenge-based format; however, in these phases, we also created awareness for the discounts available on the website and shared coupons for the same.
3. Champions Program: This campaign was executed to enable and onboard Loyal brand evangelists - ‘brand champions’ to join campaign communities, educate about cloth diapers, and share their experiences with Charlie Banana to activate organic conversations for the brand. This campaign led to many organic discussions around the benefits of Charlie Banana diapers.
4. Month-on-month Insights to measure impact: We also created monthly impact reports to understand the Cloth Diaper category drivers, barriers, and brand preference and measure month-on-month impact.
Expert Live Sessions
Member participated in the challenge. Diaper champions started conversations activating other members to share their experiences.
Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.
Reach out to our experts to understand how Convosight can enhance your existing marketing initiatives
Our team will reach out to you soon.