The One Show
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About the Work
Baby formula brand Karicare is on a mission to redefine how society portrays parenting. Everywhere parents turn they see perfection.
In fact, 96% of Australian parents feel like they’re under pressure to be perfect, and 61% feel bad when they see ‘perfect’ images online.
Our idea was to shake up the picture-perfect world of social media and flood parents’ feeds with a celebration of realness.
To do this we didn’t just partner with a big influencer; we went to THE influencer – Anne Geddes. The “original baby influencer” and creator of the most influential and enduring picture-perfect baby photography style.
We challenged her to break her iconic photographic style. Rather than perfect children, each photo featured a crying, distracted or destructive child… refreshingly familiar for any parent.
By showing the real moments behind the most famous perfect images we made a clear statement – the perfect images of children you see is not real life.
We tapped into Anne’s insta-following to launch, challenging parents to reconsider how parenting was portrayed in media, and how they shared their own experiences.
With Anne Geddes at the helm, we gave the influencers who normally post perfect photos a new style to emulate, and they soon started posting their own ‘real’ images’, helping Karicare to #FeedTheReal.
(un)Geddes hit a cultural nerve in a traditional category. We achieved over 52 million in reach with over 60 pieces of media coverage, turning real parents into our own network of microinfluencers.
Karicare's brand saliency increased by 23 points. Our Kantar measured brand health rating jumped by 38.6% – catapulting us from 5th to 4th in the category. Finally, we stole market share, reaching record sales volumes and market share – all with less spend than the year prior, and less media spend than the period before our campaign launch.
2023 Awards
Total Points: 3
Merit
Credits
Agency
CHEP Network / Sydney
Client / Brand
Karicare
Client Partner
Annabelle Pocock
Production Company
Blonde Co
Chief Creative Officer
Gavin McLeod
Creative Director
Cameron Dowsett
Mark Tallis
Executive Creative Director
Justin Ruben
Executive Producer
Sophia Tubby
Photographer
Anne Geddes
Agent
Ann Lawlor
Blonde Artists NY
Brand Social Planner
Lauren Leonard
Celebrity Management
Blinc
Chief strategy Officer
David Halter
General Manager, PR
Nick Zonnios
Head of CHEP Film
Tash Johnson
Head of Marketing, Core Milks & Kids
Ximena Ramirez-Arango
Manager
Kel Geddes
Managing Partner
Mariana Rice
Marketing Director, AUNZ
Kathy Cavill
Senior Account Executive
Anna Fisher
Senior Account Manager
Kate Power
Strategy Director, Social
Paul Isbell
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