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Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 12th Annual Shorty Awards

Hello Bello with Kristen Bell and Dax Shepard | For Kids Who 💩Their Pants

Finalist in Family & Parenting

Entered in Instagram Partnership

About this entry

From diaper changing to bathtimes to playdates, parents face countless decisions every day. A new company — on a mission to empower parents in those choices — partnered with Kristen Bell and Dax Shepard (professional booty wrappers themselves) to create a new line of baby products made with safe, plant-based ingredients to help take the stress out of those daily decisions.

They wanted to create a brand that connected with modern parents, encouraging them to feel comforted in their choices and helping them feel good about what they’re putting on their baby's body without worrying about how much it cost.

Launched exclusively in Walmart stores, Hello Bello had an opportunity to make premium products (diapers, wipes, shampoo and more) available at non-premium prices.

Last February, that opportunity became real when Hello Bello launched at every Walmart in North America, and at HelloBello.com as a subscription service. Booty wrapping is a 24/7 job... and takes more diapers than you want to count.

The next step was to grow a brand built around Kristen and Dax’s irreverence, energy and sincere desire to fill a need for parents and families, evolving how we think about natural, organic products.

All of the products offered by Hello Bello, as well as its messaging, focus on empowering parents to be proud of the choice they’re making for their families and for the kids in their family who 💩 their pants.

Why does this entry deserve to win?

Hello Bello launched as a unique entrant in the baby market, working exclusively with Walmart to carefully create a line of essential baby products available in stores, on Walmart.com, and through HelloBello.com. All Hello Bello products include plant-based ingredients and organic botanicals that are better for babies and the planet, in addition to being priced far lower than the competition. 

This unique partnership allowed Hello Bello to do what no one else has been able to — give parents easy access to high-performing products that are made with safer ingredients at prices that don’t break the bank – bridging the gap between premium and affordable. And with 90 percent of America living within 10 miles of a Walmart store, and two-day free shipping on orders of $35 or more on Walmart.com, Hello Bello is easily accessible to parents across the country.

In addition to selling through Walmart, Hello Bello diapers and wipes are sold on HelloBello.com through an affordable subscription service that allows customers to keep their family clean with deliveries straight to their door.

To center the work around a greater mission, Hello Bello established three brand pillars to guide product design, website communications, and social media strategy:

Premium For All

Not premium for some. Not premium for those who can afford it. Premium for everyone. Our mission is to create the highest quality products at the most reasonable cost, because we believe every child deserves the best.

Happier Babies, Happier Planet

We will be handing our planet over to our tiny humans someday, which is why our products are carefully crafted to be safe and effective for babies --  and better for their world.

Our Parent Pledge

We created Hello Bello because parenting is hard. And near impossible to do alone. Our pledge is to join you, in our small way, for life’s messiest, stinkiest, most unmissable joy – parenthood. We’re here to be a part of your village.

Part of the strategy in the parent pledge is to bring a little extra cuteness to that stinky, unmissable joy. This is why Hello Bello puts a focus on rolling out over 10 cute, new diaper designs every season. Cleaning up the mess is constant, tiring and can feel like a slog. After locking in the details of the actual diaper (like making sure it can handle a full load and stay soft and comfy on baby’s booty), it’s important to make them as cute as possible, with as many options as needed for different babies and parents.

Results

With a gain of 150,000+ Instagram followers on launch day alone, Hello Bello’s message unquestionably resonated with an immediate online community forming around our cute, safe, affordable diapers and brand philosophy. 

Within a few months of launch, Good Housekeeping hailed Hello Bello as the “cutest diapers on the market,” backing up our commitment to make booty wrapping a just a wee bit more darling.

Validation continued to roll in during the months that followed, including a Leaping Bunny Certification, the gold-standard in cruelty-free certification for personal care and household products. After an extensive product testing process, Hello Bello also received the “Parent Tested, Parent Approved” seal. Additionally, a EWG verification recognizes that Hello Bello products are made without any of EWG's chemicals of concerns, making these products you can trust.

Launching programs for families in need proved the ultimate validation of what Hello Bello meant to its community. The Military and First Responders Program was something people immediately rallied around and continues to be a key component of the give back strategy — providing a 20% discount to first responders, active military members, and veterans.

In 2019, Hello Bello donated over 1,000,000 diapers to families around North America and will double that number going into 2020.

Media

Video for Hello Bello with Kristen Bell and Dax Shepard | For Kids Who 💩Their Pants

Produced by

Brains on Fire, Launched.LA, Hello Bello

Links