When words like “clean” and “all-natural” became branding staples in the baby care world, Aveeno Baby found itself in competition with new companies that had a lot of buzz but didn't necessarily have Aveeno's effective, research-backed ingredients. The brand needed a creative way to talk about what’s inside its products without making consumers feel put off.
Business Goals
Develop a competitive edge over brands like Honest Company and California Baby by correcting negative assumptions about Aveeno Baby’s ingredients.
Impart knowledge and engender brand loyalty with a website that’s equal parts educational and approachable.
Provide consumers with a greater understanding of baby eczema, show why Aveeno Baby is the best over-the-counter option for treating it.
Increase sales by 25%
Approach
Identified three scientists on the brand's development team who were all mothers, and gave them a spotlight on the brand’s landing page to explain why Aveeno Baby's ingredients are not only effective, but also completely safe. (A first of its kind initiative for Aveeno.)
Built a site section dedicated to baby eczema, and allowed the experts to explain why Aveeno Baby is the best choice for treating it.
Built an ingredient spotlight section that breaks down the primary ingredients in Aveeno Baby products, explaining why they’re necessary, how they work and why they are completely safe.
Outcomes
By bringing Aveeno's development team to the forefront, we were able to offer an authoritative voice and show why the brand is a smart, safe option for consumers.
Created a more relatable, trustworthy brand voice by elevating Aveeno Baby’s development team.
Increased visitors to site by 20%
Grew site audience by 30%