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Making the leap to infant formula is fraught with anxiety for parents deciding what’s best for their child. In an incredibly regulated category, where you can’t even show the audience babies under 12 months in communications, brands default to smiling families and functional claims.
In a formulaic category where it’s impossible to stand out, Karicare needed to connect with new parents in order to turn around a year-long flatlining market share.
While the category spouted functional claims and saccharine families, we worked to intimately understand parents’ lives. We found that parents today are under more pressure than ever. Everywhere they turn they see an inaccurate portrayal of what parenting should be – that it should look and feel perfect.
In fact, 96% of Australian parents feel like they’re under pressure to be perfect, and 61% of parents feel bad when they see ‘perfect’ images.
We showed up where parents experienced their biggest source of tension – social media – to subvert its influence on parenting perfection.
Our idea closed the gap between the ‘real’ moments parents experience every day and the perfect ones presented everywhere else, showing parents the ‘real’ normally hidden behind the curated and staged images online.
To bring this to life we called on the pioneer of picture-perfect infant photography, who the New York Times called the “original baby influencer” – Anne Geddes – challenging her to break her style of elaborately-staged baby photos, and show ‘real’ moments behind the perfection she is famous for.
Each photo featured a crying, distracted or destructive child… refreshingly familiar for any parent. By subverting influencer behaviour we made a clear statement – the perfect images of children you see are not real life.
