Data drives everything we do. And our data showed that black and brown babies are 1.7x more likely to develop eczema than white babies. But when searched online almost all the results were white babies. We worked with Aveeno baby to create a critically important campaign that not only brought awareness, but more importantly, it created change.
We started with the world’s largest photo shoot of black and brown babies with eczema. Capturing thousands of images of little hands, legs, backs, chests and cheeks – all with eczema. Creating a massive photo bank. Then we seeded those images online and drove to them with an SEO strategy. Quickly, our images took over search results. And finally, a brand is providing parents the answers they need to help their babies.