R for Rabbit, which offers premium baby care products has launched its latest campaign featuring the new Feather Diapers. This product aims to revolutionise modern parenting. The new campaign, centred around the concept of ‘Next-Gen Parenting’, introduces advanced diaper technology that addresses the evolving needs of both parents and babies. This campaign highlights the brand’s commitment to providing solutions that empower parents to offer their little ones the best care.
As the world of parenting continues to evolve, R for Rabbit said that it understands that today’s parents need more than just traditional baby products, they need solutions that are smart, convenient, and attuned to their busy, fast-paced lives. With this in mind, the Feather Diapers are equipped with features like advanced wetness detection technology, super-soft materials, and maximum comfort.
The heart of the new campaign lies in an ad created with AI that showcases two babies chatting and introducing the diapers. The humorous video highlights the key features of the diapers while also capturing the essence of modern parenting. It also showcases the dad on diaper duty instead of a mom, showing a balance in gender roles.
Viewers can see the magic of AI where babies, with their natural charm and cuteness, bring to life the ease and joy that come with using R for Rabbit’s new product. The video, paired with the campaign tagline ‘Next-Gen Parenting, Next-Gen Diapers’, is designed to resonate with today’s parents who are looking for products that are not only functional but also provide peace of mind.
Medianews4u.com caught up with Kunal Popat, Founder, R For Rabbit
Q. From a marketing perspective what were the priorities and goals for R For Rabbit in 2024?
Our marketing function is primarily divided into Brand and Performance. On the brand front our primary objective was to increase our customer communication touch points.
Our customer base is very loyal to us and we wanted to continue to build on the emotional connect that we have with our community.
On the Performance front the idea was to remain on Top of Mind and communicate the USP’s of various products. All of this while further increasing our ROI from marketing spends.
Q. In this category trust is key to succeed. What marketing tactics were employed to build trust among mothers?
We wouldn’t call it so much as tactics but well thought through consumer activations.
One of the first things we did was to turn our social media handles and communication to be value based content rather than product centered selling.
We also conducted our second ‘No Rash challenge’ for our diapers which is an open-to-all-mothers diaper testing challenge. Where more than 200 mothers participated and tested our diapers on various fronts.
We are building our community and launched our app which too helped in bringing our audience closer to us.
Q. Could you talk about the process of using AI to create the campaign featuring the new Feather Diapers?
Our core insight was based on the fact that parenting has evolved over the years. For instance millennial dads are spending 3X more time with their kids than the earlier generations. Hence new age solutions are required for new age parenting.
Our creative thought originated from this insight. To bring it to life we had to bring the new age angle in both the core creative thoughts (babies talking) and the messaging. It is here that we used AI to create not just the entire set up but to get the babies talking. It was a perfect mix of actual baby movements and actions and AI for the lip sync.
Q. As we go into 2025 are we going to see a lot more AI led campaigns from the company and category?
AI is a tool that is helping us create campaigns that were previously unimaginable and that too in a faster time frame. So yes AI will be part of our campaigns.
Q. At the same time will human creativity remain important to maintain empathy in the messaging?
What will always remain important is having a ‘human insight’. The ability to transform that insight into a communication will always be the ability of human creativity. AI will help us bring that vision to life.
Q. How is AI helping R For Rabbit make sense of large amounts of data to help it identify market gaps?
Where is the whitespace for growth and is growth a challenge given the many players in the market?
Though we believe AI is in its nascent stage, it has percolated across various functions already. From Performance marketing and marketing automation to Video and audio tools, AI based tech is helping us across all marketing activities.
As far as data analysis is concerned, large data analysis through various tools was already part of our decision making. As these tools are getting advanced, we are able to make quicker decisions in real time.
Q. What role did special days like Mother’s Day play for the company in 2024 from a brand building perspective?
Mother’s day is by far the most important day for any baby company. Though our branding activities are spread evenly throughout the year, we always plan something meaningful and interesting for mother’s day. For instance, this year we had created the ‘World’s first Lullaby for Moms’.
This was an insightful campaign that celebrates motherhood from the lense of the whole family. Women’s day, childrens day, fathers day etc are also opportunities for us to form a stronger, human connection with our community of parents.
Q. What role do mothers play as influencers for the company and category? Is positive word of mouth very important?
Mothers are quintessentially the main audience for us. A mother’s recommendation is stronger than any celebrity or influencer or rating or reviews. In the whole category, new mothers always reach out to other mom’s for guidance and support. So a positive word of mouth in the most important brand metrics for us.
Q. Does the company continue to have celebrities like Gouhar Khan?
Our perspective on celebrities is slightly different. We don’t believe that having celebrities will always result in sales. However, the positive rub off of the personality on the brand is essential.
It helps us reach a larger audience with the right kind of message. Hence all our brand ambassadors have been moms. It is all about relevant and authentic connection.
Q. Were sales an even mix of D2C and traditional for R For Rabbit and the category in 2024?
If you mean online vs offline, then our mix tends to be slightly more towards online. However in the category, different brands have different mixes.
Q. Consumers during the festive season went to retail media a lot for product information. How did R For Rabbit leverage this?
There has been a rise in retail media, however the primary source of research still tends to be online. We have a huge network of retail partners and we are active with in- store brandings and all other BTL initiatives. Our sampling activity across channels helps leverage this trend as well.
Q. For 2025 what goals have been set? What will be the focus areas?
We operate on a more strategic plan that spans at least a couple of years. Every new year is a milestone to re-check that strategy and adjust accordingly.
We will be doing more of the activities that have worked and experimenting with a few new ones. Brand building will be a key focus area along with consumer activations and retail growth.
