The Brief

Social strategy and global campaign playbook for the launch of Aveeno Baby's new facial skincare line, built to be deployed across local markets worldwide.

The Problem

Baby skincare is a crowded, noisy space. And face care for babies and young children? Most parents don't even know it's a thing. We weren't just launching a product, we were introducing an entirely new behaviour. That meant winning both the scroll and the mindset shift.

The Insight

A baby's face isn't just skin. It's where every first happens:first laugh, first tantrum, first proud grin. Parents are already obsessed with protecting and preserving those moments. Face care doesn't need to be sold as a clinical necessity. It needs to feel like a natural extension of what parents are already doing: showing up for every messy, magical, unrepeatable second of it.

The Solution

I built a global social strategy and content playbook anchored in three content territories.

• The first led with emotion: the sentimentality of the parent-child journey, positioning face care as the thing that keeps sensitive skin calm and clear, so nothing gets in the way of the memory.

• The second was functional: showing the real, unpredictable world of childhood (mud, wind, food, all of it) and framing the routine as permission to let kids be kids.

• The third was authority: partnering with dermatologists and healthcare professionals to demystify common concerns like drool rash and chapped cheeks, giving parents the clinical confidence to actually build the routine.

Creators and KOLs were central to the strategy from the start, not as a bolt-on, but as the primary behaviour-change driver. Peer-led advocacy and social proof were the fastest route from awareness to action.

The full playbook was designed to be modular and market-ready, giving local teams everything they needed to launch with consistency and creative confidence.

The Result

A global toolkit built to scale, giving every local market a clear strategic framework, a content system grounded in real parent behaviour, and the creative tools to make it land.