Oilatum is the only clinically proven product to relieve baby’s eczema immediately and up to 8 hours. The problem is nobody knows it.

THE IDEA

In the UK, Google is the first place a mum visits if her baby is suffering from eczema. So we did our best to help her to find what she was looking for and created a digital campaign to generate buzz and word-of-mouth online.

We also come up with the first tweeting bottle: we tracked down the few influential mum bloggers with babies suffering from eczema and we sent them a custom bottle of emollient cream. When they pressed the dispensing lid, it tweeted that they were giving relief to their baby. A very simple GSM old tech had turned the bottle into a social amplification tool.