Stand up to the bedwetting stigma by having an honest conversation about bedwetting to help parents of kids with ADHD & Autism not feel alone. And double ROI in the process.

1 in 6 kids experience bedwetting, and it’s even more common in neurodivergent kids. Yet parents are ashamed to talk about it, so they aren’t telling each other what works. We set out to normalize the conversation around bedwetting, to make it easier for parents to see a solution in Goodnites. 

So we created a campaign around their tagline "Awesome Days Start With Goodnites" to show parents what an awesome day for their family could look like without all of the shame and frustration that is wrapped up in wet sheets. Because the line is backwards, I had the idea to show an awesome day in reverse – starting with the awesome day and rewinding back to the night before to show it was Goodnites that helped. And we only cast Autistic actors with their real parents to show that authentic bond and create an emotionally-safe experience on set. And it worked!

This campaign was the best performing for the year, nearly doubling their ROI, and receiving zero negative sentiment.

RESULTS:
+$3.26 ROI

~100K monthly traffic to ecomm product pages

+124K directly attributed to sales lift per month

Agency: M Booth Health
Production Co: Greencard