The Honest Campaign
clean conscious diaper
ATTN: x The Honest Company, 2020
Woolf & Ashton partnered with ATTN: to design and produce a 360 ad campaign to launch The Honest Company’s new baby care product, “clean conscious diaper”. In particular, work included concepting, developing, and designing for the product’s identity, online video, digital display ads, website design, paid social, and organic social extensions in a strategic two-phase approach.
The Honest Company is a wellness brand that believes products should be both effective and healthy, customers shouldn’t have to choose. Jessica Alba co-founded the company in 2011.
THE IDEA BEHIND CLEAN CONSCIOUS
When a person becomes a parent, their perception of the world changes. They are conscious of so many more things, like “Is this safe for my baby’s skin?” and “Did you just pee?”
The clean conscious diaper takes the guesswork out of the process, giving parents a trustworthy product that is safe for their babe, so they can focus on what’s really important.
Ashton designed the brand to feel perfectly imperfect—a rosy but true reflection of parenting. Wiggily blobs mix with a warm, nature-inspired color palette, while friendly typography makes for easy reading.
PHOTOGRAPHY & VIDEO STYLE
User-generated photography and video captured on an iPhone brought the consumer into the homes of five parents. By capturing the unscripted moments of their day, participants shared an authentic and relatable glimpse into modern-day parenthood.
To ensure success at all stages, we developed a three-tiered communication strategy:
Top-funnel used video to build brand awareness across OTT, Youtube, FB, IG, and Pinterest. Mid-funnel educated viewers on product features and benefits with fifteen-second videos and display units. Low-funnel drove conversions by highlighting brand differentiators through retargeting displays and social posts