Content & Web
Aveeno Baby
Putting the brand’s scientist moms front and center to win back parents’ trust.
The brief
When “clean” and “all-natural” became the buzzwords of baby care, Aveeno Baby found itself competing with newer brands that had plenty of buzz and not nearly as much science. The brand needed a way to talk about what’s inside its products that informed parents without lecturing them.
ENGAGEMENT
Content Strategy
SERVICES
Content Strategy · Web Content · Brand Voice
INDUSTRY
Consumer Health · Baby Care
The results
Giving the development team a voice made Aveeno Baby sound more relatable and more trustworthy, and parents showed up to listen.
+20%
Site visitors
+30%
Site audience
The challenge
Brands like Honest Company and California Baby had parents asking hard questions about ingredients, and Aveeno Baby’s research-backed formulas were getting lumped in with the assumptions.
The brand needed to correct the record, build trust and give parents a real reason to choose it, especially for something as stressful as baby eczema.
Our approach
We looked for the most credible voices in the building and found three scientists on Aveeno Baby’s development team who were also moms. Putting them front and center (a first for the brand) let real experts explain, in plain language, why the ingredients work and why they’re safe.
What we built
A landing page spotlighting three of the brand’s scientists
A dedicated baby eczema section, explained by those experts
An ingredient spotlight breaking down what’s in each product, why it’s there and how it works
Cover photo: Isaac Quesada on Unsplash.
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