In its new global ad campaign #ParentOn, Tommee Tippee is turning unsolicited parenting advice into baby wipes that are actually useful.

Parenting advice is everywhere. But British baby product manufacturer Tommee Tippee tells parents to stay away from overwhelming parenting suggestions and use its Advice Wipes instead.

In a move to gain market foothold in the U.S., Tommee Tippee has collaborated with McCann New York on #ParentOn, in which the agency hired a paper making facility to collect baby books and articles, and then create a limited run of baby wipes from the recycled material. The campaign is based on a poll of 1,000 new moms, which showed that more than half feel entirely overwhelmed by unsolicited parenting advice and opinions.

"Parents are constantly bombarded with baby advice, so we want to help them out by turning overwhelming parenting advice from baby books and magazines into wipes that are actually useful," says Matt Swinburne, creative director at McCann New York.

#ParentOn is primarily social with a bunch of promotional videos sitting on a microsite. "Video content is becoming more and more important in general. In this case, we want to build up brand awareness by making our creative shareable and entertaining," Swinburne explains.

McCann also has a few pre-roll spots on BabyCenter and YouTube, in addition to its contextual banner ads through ShareThis and on parenting sites such as TheBump, BabyCenter, and HuffPo. While Swinburne didn't share any numbers, he said that #ParentOn has been well received with many publications, blogs and consumers sharing and raving about the baby wipes.

"We don't have any official metrics to share as yet though as the campaign has just launched and the numbers are growing fast," he notes.

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