Case Study
The Brief
Fairy launched a campaign to promote their Non-Bio range, targeting families and parents with babies. Emphasising the gentle and caring nature of the formula of their Non-Bio range, Fairy's campaign would be accompanied by the hashtag #ToMyBaby, which would encourage audiences of the campaign to share personal messages and stories of their children. The purpose of this hashtag was to fulfil Fairy's promise that for every share of the #ToMyBaby campaign, they would donate £1 to Great Ormond Street Hospital. This thoughtful campaign looked to blend purpose with promotion, and Fairy needed the perfect celebrity to promote this important campaign.

