The "Big Game Babies" getting in a little pre-game spa in their Sam's Club / Member's Mark Diapers.
Sam’s Club developed a campaign with Tongal for their Member’s Mark diapers and then doubled-down on it to become the #2 Digital Super Bowl Ad of Super Bowl 50 according to Advertising Age. As a result of the campaign, they gained tremendous mindshare in their category and the campaign led to increased sales.
Before you read the case study -- here are three important insights behind the success of this work to bear in mind for your next campaign:
1) Coordinated media & creative upfront. One of the keys to this campaign’s success was the successful coordination of the creative approach with the media and distribution plan. Tongal worked with Sam’s Club’s media partner Visible Measures to develop creative that was tailor-made for their media plan. The campaign was built for social environments and to optimize video views (Sam’s Club didn’t pay for any views lasting longer than 30 seconds), allowing the creative to focus on the story and humor first, before placement of the product.
2) Creative developed around insights that will get audiences to care and share. We knew that the best way to get Millennial Moms to try a new brand of diapers was to convince them they were more comfortable for their baby. To get them to pay attention to that message, we chose to entertain and engage rather than inform – even in a product category that doesn’t traditionally offer a lot of humor.
3) Agility allows for opportunistic strategy. When Sam’s Club saw that the original video was a breakout success, we quickly recut a new version of the spot so that it could run online during the two weeks leading up to the Super Bowl. The ability to quickly adapt the creative to a timely cultural moment enabled this campaign to become a breakthrough spot during one of the most crowded weeks for advertisers.
