Drypers searches for 'best ever drooler' in latest campaign

The ‘Drypers Best Ever Awards’ was launched earlier this month by The Secret Little Agency (TSLA).

It kicked off with a promo video on social and digital channels that encouraged parents to submit their best videos of their babies, with categories including the best ever sleeper, dancer and drooler.

Since the video was launched, hundreds of entries have streamed to the Drypers microsite, and thousands of votes cast each day. It has also garnered 100,000 shares and interactions in the month since its launch.

Valerie Lim, strategic planner at TSLA, said the idea was to create a content platform for Drypers’ audience to play in.

She said, “It's been shared and contributed to organically, and has a real experiential influence that you don't get from a traditional digital campaign."