Michael Phelps + Huggies
Tapping Michael Phelps' passion for water safety
Services: Concept Development, Campaign Copywriting, Content Scripting and Copy, Creative Direction
For their summer 2019 campaign, Huggies Little Swimmers wanted a 360 degree concept that would encourage safe water play for kids across America. To accomplish this we turned to Michael Phelps: the greatest swimmer of all time and father of two little swimmers.
THE IDEA
We knew that in order to connect with our target, we needed to center the story on Michael’s growing family. To do this we anchored the campaign on his oldest son’s transformation into “Coach Boomer” as he prepared to teach new little bro Beckett everything about fun, safe water play.
All of these “lessons” would live in the #WaterPlaybook, a collection of short instagram friendly videos featuring tips or games families could use at home to help introduce their kids to the water.
SOCIAL & RESULTS
Over the course of the summer, we released 18 different #waterplays and moments starring the Phelps family, including exclusive access of baby Becket’s first time in the water as a way to show parents that it;’s never too early to introduce water play.
Using the Phelps family content as a launch pad, we built a team of influencers to create and share their own #waterplays over the course of the summer. The overall result was over 8 million video views at a 76% completion rate, and a 70% increase in positive consumer sentiment for Huggies Little Swimmers.
