In a pivotal period of brand evolution at Babysec diapers, I championed the development and execution of a forward-thinking social media strategy centered around the powerful theme of "inclusion". Here are the salient features of my role and contributions:

Brand Manifesto & Motto Development: In collaboration with senior brand stakeholders, crafted the brand manifesto and coined the resonant motto, "All Babies are different and Babysec makes diapers for ALL babies," placing emphasis on the unique beauty and worth of every child, including those with Down syndrome.

Collaboration with NGOs: Recognizing the importance and sensitivity of the subject, forged vital partnerships with leading NGOs focused on Down syndrome across the region. These collaborations ensured our campaign was grounded in genuine understanding, respect, and authenticity.

Internal Awareness Campaign: Teamed up with Human Resources to launch an internal awareness initiative across all company offices, fostering a culture of inclusion, understanding, and support within the organization.

Content Strategy for Social Media: Developed a comprehensive content strategy, carefully addressing and navigating the nuances of Down syndrome. This entailed creating content that was both enlightening and respectful, aiming to destigmatize and educate while promoting the brand's inclusive ethos.

Engagement & Feedback Loop: Established mechanisms to actively seek, listen to, and address feedback and concerns from our audience. This open dialogue ensured that our messaging stayed aligned with community perspectives and sentiments.

Brand Positioning & Traffic Drive: Seamlessly blended the brand's inclusive messaging with strategies to reinforce Babysec's market positioning and drive significant traffic to the brand's e-commerce platforms.

Throughout this campaign, we successfully communicated Babysec's dedication to championing every child's individuality, emphasizing that their products are thoughtfully designed to cater to the diverse and unique needs of all babies.