They spoke. We listened.

Little One's nappy sales were in rapid decline with parents seeing them as unreliable and prone to blowouts.

Like any great product, we knew the answer to turning things around for Little One's would come from listening to our key audience.

Problem was, ours don't speak English and have an underdeveloped frontal lobe. So we chose to use this potential roadblock as our opportunity because even though babies don't talk, any parent will tell you they sure as hell communicate.

To make ourselves the nappy brand of choice, we decoded their behaviour and turned it into feedback to show that when they spoke, we listened.

Even better, we did it all on a newborn sized budget.

In the first four weeks: 49,711 new customers tried Little One's — 314% above target; 624% above target in sales; 23% uplift in positive sentiment on socials; 56% increase in weekly purchase by repeat customers. YEAH, BABY!