Sam’s Club created online videos to spread awareness of their relaunched private label diaper brand, Members’ Mark under the Comfort Care brand.
The videos, which starred two talking babies leveraged viewers desire for entertainment messaging first and brand messaging second. Through creative crowdsourcing firm, Tongal, the ad received 24 million views, that even expanded beyond their target audience of Millennial Moms with influencers like Rob Gronkowski sharing the comedic content as well.
The video had paid placements on Facebook, YouTube and blogs, but did not have any placements via pre-roll. Sam’s Club also championed social, by listening to the conversation around their ad and picked up that viewers thought it would make a great Super Bowl campaign. Instead, of handing over the money to produce an entirely new ad they repurposed the same spot with new voiceovers, relevant to football. The subtle reinterpretation let fans of the ad know their voice was heard and made the ‘spa babies’ theme even more hilarious.