Campaign Goal
Position Diaper Genie as a baby essential for first-time & millennial moms while positioning the fabric covers as the perfect opportunity to customize the product to match a nursery.
Strategy
Carefully selected influential content creators in the family and lifestyle space produced blog posts featuring stylish, themed Playtex Diaper Genie content, social shares, and social shops. To broaden the reach of the program, content was syndicated through an influencer network and a paid media strategy, aiming to reach larger targeted audiences and drive traffic to Target to purchase the products.
