Playtex Baby Campaign Geared to Upping Online, Social Presence

Unique, singular, and imaginative are not words most marketers associate with social-media based contests.

That’s why, with the help of Edelman, Beeby Clark + Meyler and Playtex Baby brought in renowned children’s author Julie Olson to break the mold with “Beginnings Imagined” — a contest that gives parents the chance to win a hand-illustrated tale written and drawn by Olson, based on their own baby’s unique personality. “Playtex knows that no two babies are alike,” said Rebecca Beacham, account director at Beeby Clark+Meyler. “Strategically, the program is designed to grow Playtex Baby’s share of voice online, which it is accomplishing by driving interactions with associated social content and creating a newsworthy story that has led to dozens of placements on platforms relevant to our target audience.” Read the full story on MediaPost.