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.

The result? A measurable lift in awareness and intent — and a story that proves even the most functional products can inspire emotional engagement.

Turning sleepless nights into a story of comfort: Parenthood is filled with restless nights and small victories. For EQ Dry, that truth became the heart of its message. The brand set out to remind parents that when babies sleep soundly, families thrive — and EQ Dry Pants are designed to make that happen.

But EQ Dry wanted to go beyond product features. The campaign’s goal was to build emotional resonance and brand preference, positioning EQ Dry as a trusted ally in every parent’s daily journey.

"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.

This omnichannel approach not only extended reach but also maximised attention, leveraging Teads’ insight that attentive seconds — not impressions — are what truly drive brand lift and purchase intent.

Proving the power of attention: Results that matter: The campaign’s effectiveness was validated through an OnDevice brand lift study, revealing remarkable outcomes across every key brand metric:

• +83% Top-of-Mind Awareness (vs. control)
  
• +17% Spontaneous Brand Awareness (vs. control)
  
• +4% Ad Recall (vs. control)
  
• +15% "Extremely Likely" Purchase Intent
  

These figures tell a powerful story: when brands connect emotionally and deliver their message in trusted, high-attention environments, performance follows naturally.

Reimagining baby care marketing through emotion and innovation: For Teads, in partnership with UM, the EQ Dry campaign demonstrates how premium creative formats and contextual precision can elevate storytelling in even the most saturated categories.

For EQ Dry, it reinforced that its purpose — helping babies sleep better so parents can rest easier — resonates deeply when delivered authentically and meaningfully.

Teads

Outbrain Inc. (Nasdaq: OB) and Teads combined on February 3, 2025 and are operating under the new Teads brand. The new Teads is the omnichannel outcomes platform for the open internet, driving full-funnel results for marketers across premium media. W...

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