Human Intelligence

Cuties was a little-known, bargain-priced baby diaper that wanted to grow up to be a premium-priced, e-commerce, brand of baby care. After numerous product improvements and line extensions, they were ready to take their first steps with a digital-only media buy and a baby-sized budget.

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The rebirth of Cuties started with a never-been-done-before diaper design and a new attitude reflecting millennials who wanted to redefine parenting. Cuties would become a “New Generation of Baby Care for a New Generation of Parents.”  

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All content, including brand videos, product videos, social media, emails, and a new website communicated a combination of product features and extreme cuteness, while driving parents to Amazon and Walmart.com.

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Cuties made quite an impression. Over six million, in fact. In months, Instagram followers increased 445%. Facebook likes increased 116%. And leveraging Cuties’ database improved reach by 600%.