P&G
The Ask
Position P&G Personal Healthcare’s Kid’s Brands — Vicks, Pure Zzz, and PeptoKids — as the answer for parents when their kids aren't feeling their best.
The Insight
At BDG, we know nothing alters the course of a parent's day like a kid who isn’t feeling their best. Whether we’re talking congestion, stomach aches, or restless nights, where there is a struggling kid, there, too is the call of a parent in need.
The Solution
As the premier parenting publisher reaching over 41MM moms and dads, BDG and P&G teamed up to create Super Parents — a custom content hub and dynamic content partnership that tackled various vitality villains like sleep disruption, nasal irritation, and stomach pain, while providing immediate P&G solutions to help parents protect their kids and fight these health offenders off with ease.
Super Parents Mega Hub
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Pure Zzzs Kidz Cutdown
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7 Ways To Set Your Kid Up For A Solid Night’s Sleep (So You Can Sleep Too)
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9 Moments You Didn’t Realize You Were Your Child’s Hero
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Vicks DayQuil Cutdown
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The Super Parent’s 5-Step Feel-Better Bedtime Routine For A Kiddo With A Cold
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The Results
6.3MM+
impressions across each campaign placement for Pure Zzzs Kidz
1.9K
individual engagements for Pure Zzzs Kidz
8.4MM+
impressions across each campaign placement for Vicks DayQuil for Kids
3.5X
higher than benchmark on Instagram Story for Vicks DayQuil for Kids
