Role: Creative direction,  strategy, design, budget development, and vendor operations.

Dr. Smith’s Diaper Ointment had been a regional brand with a cult following for 18 years. They were working to expand distribution to a national scale while differentiating themselves from competitors like Boudreaux’s Butt Paste and Desitin.

When they signed up to be the top sponsor for a brand-to-press networking event in NYC, they wanted to make a big impact on attendees which included bloggers, influencers, and press.

The idea of a “Sweet Relief” themed baby shower played up the effectiveness of Dr. Smith’s product. Attendees arriving to the event on this hot summer day could relax in the branded lounge with a signature cocktail and sweet treats. Swag bags included an “emergency kit” filled with samples of Dr. Smith’s ointment for baby, and candy for mom and dad.

Results:
The small-budget, big-impact presence resulted in national brand awareness, social media conversations and generated over 50 media contact leads.