BabyJoy, one of the fastest growing diaper brands in the GCC, has revealed details about its full-fledged, 360-degree Father’s Day campaign, which was rolled out across out-of-home (OOH) advertisements, including outdoor billboards and tower placements, as well as digital platforms, social media, video content, influencer collaborations and public relations (PR).
The campaign was brought to life by SSUP World, which served as the lead agency, overseeing both the creative development and production aspects of the campaign. SSUP World collaborated with Media Zone for comprehensive digital media planning and execution, and partnered with Walee MENA to manage influencer activations.
The campaign was scheduled to run for a duration of four weeks, commencing from Father’s Day, and was rolled out across key GCC markets, including the UAE, Saudi Arabia, Kuwait, Oman and Bahrain.
Objectives, rollout and success of the BabyJoy Father’s Day campaign
The primary goal of the integrated, omnichannel campaign was to raise awareness and recognition for Father’s Day, encouraging people to celebrate and honour the role of fathers on this occasion. The campaign aimed to elevate the day from a simple acknowledgment to a heartfelt celebration, deepening the emotional connection with the brand’s audience.
While BabyJoy has long celebrated Mother’s Day, this year marked a significant shift: BabyJoy aimed to become the first brand in Saudi Arabia to celebrate Father’s Day at scale – but in a holistic manner.
The way the initiative was rolled out proved that it was not just about celebrating fathers; it was about celebrating the family as a whole.
As a key emotional touchpoint, the BabyJoy campaign revived the iconic song ‘Ya Tayeb Al Galb’ by Abdul Majeed Abdullah, recomposed with the voices of young boys and girls, adding cultural resonance and sentimental value.
The campaign honoured fathers while still acknowledging the ongoing importance of mothers, reinforcing BabyJoy’s commitment to keeping both parents and the entire family at the heart of the brand.
Additionally, the campaign also served as a strategic springboard, signalling a broader evolution in BabyJoy’s storytelling — one that intends to embrace culturally resonant narratives and paves the way for future brand-building moments rooted in shared family values.
Recently, Unicharm’s brand Baby Joy was named the number 1 brand in the baby diapers market, according to a Nielsen report. The Unicharm Gulf Hygenic Industries Ltd calculation was based in part on data reported by NielsenIQ through its Retail Index Service for the Baby Diapers Category, for the period ending February 2025. (Copyright © 2025, NielsenIQ).
The BabyJoy Father’s Day campaign leveraged a strong out-of-home (OOH) presence through large-format billboards and prominent tower ads, creating striking visual visibility. This was complemented by a robust digital and social media strategy, including influencer partnerships, to enhance reach and engagement.
The brand collaborated with six prominent influencers from across the GCC to amplify the campaign’s messaging on social media, and to enhance audience engagement through a relatable and personal touch.
The multi-channel approach was carefully designed to drive widespread awareness and foster an emotional connection with the audience, aligned with the campaign’s objective of elevating the significance of Father’s Day in the region.
By linking the celebration of fathers to the ongoing celebration of mothers, the campaign reinforced BabyJoy’s positioning as a family-first brand.
The success of the campaign is being measured through a combination of key performance indicators (KPIs), including overall reach, engagement rates, market share gain and brand buzz.
To date, the campaign has achieved more than 45 million in organic reach across social platforms and has contributed to a measured increase in market share.
CREDITS:
Client: BabyJoy
Creative agency and production: SSUP World
Media agency: MediaZone
Influencer agency: Walee MENA
