BabyLove Cosifit's Indian communications campaign

The BabyLove nappy brand wished to raise awareness, drive trials, and increase purchase of BabyLove Cosifit Leak STOP nappies, positioning them as the entry product to NappyPants.

The Approach

CulturalPulse was engaged to focus on targeting Indian parents aged 18-45. The initiative aimed to encourage brand switching from competitors, increase sample requests, and build trust and foster brand loyalty within the Indian community. We delivered:

• An audience-led approach, targeting Indian parents (18-40) with babies up to 2 years, alongside secondary caregivers and grandparents (45+).
• A cultural review of BabyLove creative assets to select the most appropriate video and digital assets for distribution to target audiences.
• Compelling messaging in English and Punjabi to resonate with Indian audiences.
• Media distribution and community amplification to community groups, organisations, and leaders, as well as trusted community media outlets.

The Outcome

The campaign ran for 4 weeks and targeted the Indian community of Australia.

• Over 380,000 impressions in targeted community segments through CulturalPulse network.
• Over 275,000 million reach (minimum unique).
• Over 12,000 clicks to BabyLove website and Cosifit Sample landing page.
• Collaboration with Indian community groups, public and private social forums, newspapers such as Desi Australia, Indian Link, Indus Age, The Indian Sun, Brisbane Indian Times and trusted community influencers such as Saloni Sareen to generate community referrals and recommendations.