Case study

#loveCharlieBanana

Charlie Banana’s Cloth Diaper mission is to create a better world for babies by connecting eco-conscious parents to superior, reusable cloth diapers.

They believe that single-use plastics can have a devastating impact on our environment – and reversing that impact means creating products that are gentle on baby's skin and gentle on the planet.

That's why every Charlie Banana diaper is made with the softest materials, Climate Neutral Certified, and benefits environmental causes through our pledge to donate 1% for the Planet.

Charlie Banana’s Objectives

The job at hand was to:

Drive awareness on the benefits of cloth diapers with new parents and parents using disposable diapers.
Build engagement & consideration for Charlie Banana with current cloth diaper users.

Our Approach

Large number of parents with kids using diapers were unsure of the benefits of using cloth diapers. There was lack of understanding around the type of cloth diapers best suits for kids in different age groups and lack of awareness around Charlie Banana diapers which was a barrier to adoption.

The solutions shared by Convosight was 4 fold:

Understand pain points, barriers to adoption & brand’s share of voice through an always-on insights subscription
Activate campaigns in niche cloth diapering communities to help them understand more about the superiority and differentiation pertaining to CB diapers versus other cheaper private labels.
Educate new-born, toddler parents in other parenting communities on how cloth diapers and specifically CB diapers can be part of their diapering regiment.
Activate existing CB user in communities by identifying the champions who are already active in FB.

To achieve this, we selected the most relevant 5 Parenting & Cloth Diaper Communities with over 240K Members.

Campaign Structure

Communities

240K

Members

Communities

240K

Members

Our Strategy

We divided our strategy into 4 main parts:

Survey - We did 2 surveys in the communities:
1. Champion Survey - To identify real Charlie Banana evangelists.
2. Category Survey - To Understanding drivers, barriers and perception of Cloth Diapers

Community Campaigns - The campaign were done in 4 phases with different communication.

First month we did a light hearted contest to spark engagement / conversation around cloth diapers especially Charlie banana diapers. Since we were starting our campaigns we wanted mothers to start talking about cloth diapers. Second Phase was Live session which was done by the admin of the community and a Expert (R&D Head) from the Charlie Banana. This helped educate the members not only about cloth diapers, but specifically highlight on the superior benefits of Charlie Banana Cloth diapers.

The third and fourth phases was Occasion based which we did during the Black Friday sale and before Christmas. The objective for both was to again engage with consumers through a engaging challenge based format, however in these phases we also created awareness for the Discounts that are available on the website and shared coupons for discount.

Champions Program - To enable and onboard Loyal brand evangelists - ‘brand champions’ to join campaign communities and educate about cloth diapers and share their experiences with Charlie Banana to activate organic conversations for the brand.

Month on Month Insights to measure impact - To understand the Cloth Diaper category drivers, barries, brand preference and measure month on month impact.

Solution types

Static Posts

Carousel Images

Challenge

Expert Live Sessions

The Big, Beautiful Highlights

The campaign succeeded 🎉 in increasing cloth diaper category conversations from 54.5K to 105K after the campaign completion (194% increase in 3 months)

3x increase 📈 in mentions, SOV increased from 5.3% to 9.2%

For Engagement the ratio of comments is higher than Reactions.

90% brand references were positive 😊 and neutral. As brand conversations continued to rise – it's encouraging that these were skewed towards positive and neutral referenced to the brand giving us an opportunity to continue to empower positive advocates and convince fence sitters.

Charlie Banana’s key associations and attributes were Fit, Softness, Dryness - important consideration for buyers.

We were also able to generate ~128 coupon 🎫 conversions.

Top Performing Communities 🥇

Black Moms That Cloth Diaper

Private group · 3.6k members

Cloth Diapers for Beginners

Private group · 43.7K members

Real People Real Conversations 💬

Member participated in the challenge. Diaper champions started conversations activating other members to share their experiences.

Interested in working together?

Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.