From bloggers to forums, to judgemental commenters, the web is awash with opinions on parenting. Baby Dove – a brand new member of the Unilever family – wanted to use their voice to cut through that noise, not add to it.
Following the initial launch of their website, the brand realised that to be ahead of the curve it was essential to speak to all parents, not just mothers. With this in mind and a transformation needed, Baby Dove asked us to convey a new message of acceptance, that “there is no right or wrong way to be a parent, only your way”. To speak to consumers with this inclusive new tone, as well as inform them about their products, the brand required the creation of global content for their website – and for it all to be localised and rolled out across every market. That’s where we came in.
First of all, we developed content pillars that defined conversations for the brand to own, giving us a framework for all the content produced. Alongside these pillars, we shifted the tone of voice to one that was more caring and inclusive – a vocal comfort blanket for parents so to speak. Then we chatted to real mums and dads, listening to their stories about parenthood and gathering tips and insights that would help inspire and reassure others.
With the groundwork in place, we updated all previously created content to align with the rejuvenated brand tone, and developed newly created content with it at front of mind. Through this inclusive, real, and non-judgemental advice from parents, every ounce of content now encourages and supports new parents, rather than tells them what to do. As a result Baby Dove are a brand that helps both mums and dads on their parenting journeys, whichever route they choose to take.