I led the strategy behind Dove Baby’s launch on TikTok: a kids’ chat show on a cloud, all about the little moments parents love most.
Brand
Dove Baby (Unilever)
Agency
Movers+Shakers
My role
Strategy Director
The baby care aisle is packed with functional claims about formulas and sensitive skin. To earn real loyalty, Baby Dove needed to win cultural mindshare with millennial and Gen Z parents, who feel constant pressure from picture-perfect parenting feeds and clinical milestone charts.
Parents felt anxious tracking the big clinical milestones, like walking or talking. But all across social, the moments they shared — and the ones that connected with other parents — were the little, unpolished firsts.
We called them Smilestones and gave Baby Dove a simple stance: there’s no right or wrong way to parent, only your way. Then we brought it to TikTok as a kids’ chat show set in a bubble bath on a cloud.
The little firsts
First spoon.
First clap.
First giggle.
Traditional baby brands
“Is my baby perfect?”
Baby Dove
“Our mess is magic.”
On TikTok
Four-year-old Aria Walters hosted the show and interviewed parents about their Smilestones. She ad-libbed so much that the original script got thrown out. Four episodes ran on TikTok.
The results
Double-digit growth
in digital engagement rates, well above CPG benchmarks
Multi-platform reach
powered by The Walters’ built-in audience
Trade press praise
for the creative and the emotional storytelling