A look at where the Change launch is heading: the story we're telling, the creative telling it, the doctors backing it, and the machine we're building to test, learn, and scale it. Directional, not final. Built to show flavor and trajectory.
Everything below runs on one idea: by the time a parent sees a Change diaper, she should already understand why the diaper she's using is the problem. We build the audience first, then launch into it.
Unbranded awareness content raises the question no one asks: what is actually inside a disposable diaper? Every view builds a retargeting pool of parents who now want the answer.
Branded warm-up on Change's own channels. The "Read the Label" and "Permission to Quit" lanes teach the category story in Tom's voice while the ad account itself warms up.
Ecom goes live and paid social leads the first wave. Retargeting sequences move the warm pool from problem, to how it works, to product, to offer.
Winning angles and formats graduate to bigger budgets and new channels, with broadcast layering in behind the digital foundation.
Every ad, page, and script below draws from the same stack, in the order Tom set it.
The engineering leads. Liquid leaves the skin fast and stays away. This diaper competes on performance first, values second.
It was never random. Sealed plastic, heat, humidity, and what leaches back onto skin. Naming the cause is the category's untold story.
Top sheet, back sheet, leg cuff. Not a cotton liner with plastic everywhere else. We are cotton.
The world's first and only biodegradable Super Absorbent Polymer. We built it, and nobody else has it.
Diapers went plastic in 1961 and never went back. There was no other choice. Until now.
The spine line that closes everything: an invitation, not a lecture.
Two working sets, built on the Change design system. "Read the Label" runs the problem and the reveal. The product set carries the rash story and the performance claims in Tom's own words. Type stand-ins and placeholder handles for now; final brand type lands in the hi-fi pass.
The ad rooms show every unit in a live Facebook and Instagram mockup, with full captions. The carousel swipes.
A named team of practicing pediatricians, each on camera in their own words. Doctor content runs as organic proof, paid creative, and the trust layer of the site. Working edits below.
Carousels and stories from the working organic calendar. Same hierarchy, same design system, built for saves and shares rather than clicks.
Structural build of the launch site: homepage, product page, and the pediatric team page. This is the working skeleton with live copy; photography, final type, and the hi-fi design pass are in flight with the design team now. Grey boxes are reserved photo slots. Pricing shown is placeholder.
Each window scrolls. These are working greybox builds, not final design.
We don't launch a campaign and hope. We launch a testing system and let the audience vote with attention and orders.
Rash, performance, ingredient truth, cloth-parent relief, founder story. Each angle enters the account as a small structured test before it earns spend.
Multiple visual treatments per message find which frames stop the scroll. Winning treatments become the design frameworks the next round of messaging iterates inside.
Clear decision rules per test: losers come down quickly, winners graduate to bigger audiences, new formats, and eventually broadcast. The creative library compounds.