Munchkin's 'stinky face' brings a little fun to diaper pail discussion

Designer and manufacturer of infant and toddler products, Munchkin, sought to capitalize on its odor-control diaper pail with a hunt for America's Best Stinky Face.

Client
Munchkin (Los Angeles)
Agencies

Formula PR (San Diego), Magic Beans Creative (Los Angeles)
Campaign

America's Best Stinky Face
Duration

May-July
Budget

$30,000

Designer and manufacturer of infant and toddler products, Munchkin, sought to capitalize on its odor-control diaper pail with a hunt for America's Best Stinky Face.

Strategy
Munchkin's video agency, Magic Beans Creative, created the Stinky Face concept while Formula PR encouraged moms and dads nationwide to share pictures of their child's best "stinky face" for an opportunity to be crowned America's Best Stinky Face and a chance to win $1,000 and a Munchkin diaper pail.

Tactics
Formula PR launched the social media contest on Facebook. Throughout the effort, the team created No More Stinky Face memes and collages of entries to be shared online.

Four judges chose the winner, including body language expert Janine Driver, Diaper Dude CEO Chris Pegula, who is the creator of a line of more masculine diaper bags, DaDa Rocks blogger Adam Cohen, and the editor of AllParenting.com, Laura Willard.

"In a day where memes can become viral sensations, this contest captured the fun and honest moments that parents witness with their children," explained Driver.

Munchkin's communications manager Jennifer Campana says the brand does not want its Facebook page to be a place to collect likes, but sees it as "an opportunity to engage fans in clever ways that communicate the brand's story."

Results
Munchkin's Facebook page saw an increase of 4,500 fans since the effort launched. Total Facebook impressions were 880,000.

The contest generated 2,100 submissions. The winner was four-month-old Liam Keilbart, from Mesa, AZ. His stinky face received local broadcast coverage on Arizona's ABC 15, CBS 5 KPHO, Fox KSAZ, and Fox News national.

Future
Formula PR and Munchkin will look to execute additional social media campaigns in the near future.

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