"In a category where brand loyalty is often built on emotion as much as efficacy, EQ Dry found a way to connect deeply with modern parents - through empathy, storytelling, and attention-driven media. Partnering with Teads, the global media platform, and UM, its media agency partner, the baby care brand launched an omnichannel campaign that not only reached parents across screens but also strengthened its reputation as the go-to diaper brand for comfort and care."
""For EQ Dry, it wasn't just about driving awareness," said Samwel Tan, Media Planner, UMWW "It was about connecting with parents in the right moments, through the right message, and creating genuine attention that translates to trust.""
"An omnichannel strategy rooted in context and attention: To bring this to life, Teads implemented a contextual targeting strategy across its premium global publisher network, ensuring EQ Dry reached parents as they consumed content that mattered to them - from parenting advice to wellness tips. Using Teads' inRead and connected TV (CTV) formats, the campaign seamlessly bridged mobile and big-screen moments, creating a consistent and emotionally resonant storytelling experience."
EQ Dry centered a campaign on empathy, storytelling, and attention-driven media to connect with modern parents. The campaign positioned EQ Dry Pants as a comfort solution that supports baby sleep and family wellbeing. Teads and UM deployed contextual targeting across premium publishers and used inRead and connected TV (CTV) formats to reach parents during relevant content moments. The omnichannel strategy prioritized attentive seconds and emotional resonance over mere impressions. The effort aimed to build brand preference and trust, producing measurable lifts in awareness and purchase intent while strengthening EQ Dry's reputation for comfort and care.
Read at Exchangewire
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