By The Drum | Editorial

April 12, 2022 | 2 min read

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

Manifest Group and Tommee Tippee won the ‘Best creative content idea using video,’ ‘Most innovative use of content’ and the ‘Grand Prix’ categories at The Drum Awards for Content 2021 and the ‘Branded content’ category at The Drum Awards for Marketing 2021 with its ‘The Boob Life’ campaign for Tommee Tippee.

‘The Boob Life’ was an unapologetic raw, honest and celebratory global campaign that challenged the unrealistic expectations placed on parents through the lens of infant feeding and stood up for mums in the way they need to be stood up for.

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Three key objectives were pivotal in making this campaign a success:

  • Make Tommee Tippee the first choice for first-time expectant mums in their second trimester of pregnancy

  • Increase brand awareness of Tommee Tippee through emotionally relevant campaign content

  • Increase consideration, conversion and advocacy through storytelling content and build brand love

You can hear the full story from Liana Maher, former creative strategist at Manifest, above and on our YouTube channel.

And if you forget to enter The Drum Awards for Marketing, hurry while you can still apply for an extension.

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