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Special Project

Special Project
From the 6th Annual Shorty Awards

Aquaphor's Royal Baby Response

Entered in Real-Time Response


Year over year, Aquaphor remains mom’s trusted brand to care for baby’s gentle, sensitive skin, and the birth of the Royal Baby proved an opportune moment for Aqauphor to respond with a timely, but namely brand-relevant, social post. The Aquaphor social content strategy champions moms against parenting’s ups and downs while giving a slight nod to the products’ myriad uses. The brand’s social content features high-resolution imagery with minimal text offering relatable and oftentimes humorous commentary on the skin challenges moms face every day. This strategy allowed Aquaphor to respond to the Royal Baby birth in a way that was not forced but that truly spoke to the brand’s audience and the product uses. In response to the royal announcement, Aquaphor created an on-brand and in-voice post heralding the arrival of the newest royal tush while cheekily giving a nod to the brand’s excellence in baby skincare. In an effort to be fully prepared for the timely moment, the brand actually created 2 separate posts: one for a boy and one for a girl. Each featured it’s own custom imagery and messaging in line with the brand’s social voice strategy. When the announcement was made, Aquaphor was one of the first brands to react, posting the male image across its Facebook, Instagram and Twitter presences, and it proved a great success with more than 16,000 likes, 355 shares and 105 comments. It was the brand’s stellar combination of speed-to-market preparation, relevant content and in-voice messaging that propelled it to record engagement and great social success.


Entrant Company / Organization Name

Meredith Xcelerated Marketing


Entry Credits