Parenting content dominates feeds because it reflects real life – messy, improvised and often unintentionally funny. For Millennial and Gen Z parents, TikTok has become both a coping mechanism and a discovery engine, where shared experiences become trends and product recommendations spread peer-to-peer. In this environment, credibility isn’t built through polished campaigns, but through cultural fluency and real-time relevance.
Rascals recognized that the most powerful content starts with listening. The brand’s “We Get It” platform was built to reflect real parenting through humor, empathy and cultural fluency. Rascals views viral moments as opportunities that require authenticity and speed, rather than interruptions to marketing.
An opportunity emerged in July 2025, when creator Shanelle Reeves posted a TikTok capturing a moment every parent knows too well – reaching for one wipe and pulling out a never-ending stream. Rascals moved quickly to enter the conversation with relevance and product proof. The objective of the “Wipe Pull Test” campaign became clear: transform a relatable parenting frustration into a viral, platform-native content response built on speed, authenticity and performance. The campaign aimed to:
The goal wasn’t just reach; it was cultural resonance, community participation and measurable business impact driven by how the content spread across the platform.
Viral moments move fast and disappear even faster, so Rascals built the “Wipe Pull Test” campaign in real time, publishing content as the moment unfolded. The strategy was simple: leverage speed, participation and product proof as the creative engine. As Shanelle’s video began gaining traction, Rascals didn’t wait for a formal plan. It jumped straight into the conversation, engaging directly with the creator and responding with a one-handed demo showing its wipes pulling one at a time. The brand then challenged Shanelle – and parents everywhere – to try Rascals for themselves. What began as a simple reply quickly transformed into the spark of a viral movement.
Within 13 hours, Rascals published a playful TikTok demonstrating its single-wipe dispensing design, pulling one wipe at a time with one hand – a platform-native response formatted for duets, remixes and shares. For many parents, it was their first time seeing wipes come out one at a time, turning a simple demo into an aha moment. That authenticity is what resonated with parents. Unlike a polished ad, this brand moment was delivered in real time and driven by cultural listening.
The wipe pull became a simple, repeatable test that parents could recreate, stitch and compare using their own wipes. By giving the audience a format, not just a message, Rascals made participation easy and created a UGC-powered engine that pushed the content across the platform.
What started as a single reply quickly evolved into a multi-post content series. Over the next two weeks, Rascals sustained momentum by publishing 21 follow-up videos – reactions, stitches and humor-led responses.
The execution was guided by three strategic pillars:
While several challenges shaped execution, speed created the biggest operational pressure. Acting in real time required compressed approvals and fast-turn production without sacrificing quality or accuracy. The team implemented a streamlined review path and in-house production to move from concept to live content in hours, not weeks.
Equally important, the brand avoided opportunism by leading with product truth and open comparison, inviting parents to test the claim themselves. Instead of hijacking the moment, Rascals joined it. The result was virality driven by engineered participation, not spectacle or spend. The content transformed a shared parenting frustration into a creator-powered trend.
Rascals’ viral response campaign drove large-scale participation and business impact. What began as a rapid-response video became a creator-driven trend, with hundreds of parents recreating the “Wipe Pull Test,” tagging friends and sharing their results across TikTok. More than 200 user-generated videos poured in, creating a wave of authentic storytelling that felt less like marketing and more like a global parenting inside joke.
Most notably, wipes sales surged by 45% in the week following the response – a lift that sustained for three weeks after the campaign. This wasn’t just online buzz; it translated directly into measurable business growth. It proved that TikTok virality rooted in real consumer insight can drive immediate and sustained commercial impact.
CAMPAIGN RESULTS
RASCALS’ CHANNEL OVERALL
Rascals proved that speed, relatability and humor are the new currency of influence in the TikTok era. This campaign reinforced Rascals’ position as the most-liked and followed diaper brand on the platform over the past four years, and demonstrated how a challenger brand can transform viral attention into sustained engagement and sales.
