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Campaign Middle East
العربية
AdvertisingCreativeDigitalDigitalFeaturedMarketingMediaSocialThe Work
Anup Oommen
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CALIN campaign takes the ‘I Only Do Soft’ conversation from comfort to emotional care

Anup Oommen
posted on

The campaign was rolled out through a digital and social-first ecosystem, including through a master film, key visuals, short-form video assets, social media content, teaser content, baby reaction videos, animated brand assets and campaign adaptations across digital platforms.

CALIN Campaign

CALIN has revealed details about its ‘I Only Do Soft’ campaign in Morocco, which not only makes the brand distinctive and memorable, but also takes the conversation of baby products beyond softness and comfort to emotional care – with babies leading the chat.
The campaign shifts the focus beyond a simple product claim and converts softness into a full brand universe: playful, warm, cute and instantly recognisable. It successfully builds stronger emotional connection with parents while placing babies at the heart of the story.


Strategy and rollout of the CALIN campaign
The campaign was built on a simple but powerful insight: when it comes to b


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Tags:animated brand assetsbaby productsbaby reaction videosBrand Builder MoroccoBrand BuildingCALINCampaigncampaign adaptationsdigital performance indicatorsI Only Do Softkey visualsmaster filmMoroccoshort-form video assetssocial media contentteaser contentZiet Productions
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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