Hello Bello offers premium parenthood for all parents. Through our partnership with Dr. Seuss Enterprises, we set out to create an omnichannel strategy to support our Grinch campaign and our updated positioning as a parenting company. It was important for us to authentically reiterate our commitment to show up for all parents.
The Grinch campaign was designed to “spread holiday cheer with premium diapers for every rear.” Along the way, we celebrated the messiest moments of parenthood, even the ones you wouldn’t touch with a 39-and-a-half-foot pole.
We found the heart behind The Grinch Who Stole Christmas. When you become a parent, your capacity for love increases exponentially. Some might even say your heart grows three sizes. With our parenting community at the core, our Grinch collection had a lot of heart.
Our business objective was to sell through the majority of the stock in Walmart and to secure a Walmart holiday program for the following year by the end of Q1.
In the spirit of the holiday season, and with a launch date set for Giving Tuesday, it was important for us to connect a giveback component to our Grinch campaign. Dressed as the Grinch and Cindy-Lou Who (respectively), co-founders, Kristen Bell and Dax Shephard led a content series where they drove a co-branded vehicle around Los Angeles and gave a year’s worth of Hello Bello diapers to unsuspecting parents. As a last stop, Kristen, Dax, and Hello Bello donated 250,000 diapers to Baby2Baby,
We produced supplemental studio content that centered on the concept of growing your heart three sizes. In a Grinchified world of whimsy, we created a handful of videos and photos to appear across all channels.
Our organic social strategy included a healthy mix of polished studio video/ photography, Kristen and Dax content, and user-generated influencer content.
As part of our influencer strategy, we worked with father and husband duo, @broadwayhusbands on a live broadcast shopping experience through TalkShop Live on Walmart.com. We also sent custom mailers to a diverse cross-section of our influencer community.
Our in-store endcap and DTC bundle box rounded out the campaign nicely.
On the initial set, the diapers sold through 100% in all sizes aside from one. The total program sell through, including wipes, was up to 84% on initial set, well above goals. See confidential section for specific details. The program was so successful that the retailer signed on for a 2023 version of the program before 2022 was wrapped.
On social media, the account gained 3,222 net new followers and reached 7.3M accounts. Engagement was up 22% and interactions were up 48% from the previous period.
This is in addition to our goal of including a give back component, which was accomplished with the 250,000+ diapers that were donated throughout the program.