Drypers Singapore appoints digital agency

SCA Hygiene’sDrypers Singapore has appointed Wild Advertising & Marketing its digital account to roll out the various campaigns and marketing initiatives. The account was won in a three-way pitch and is for a period of one year.In a statement, the brand said that it is faced with the challenge of engaging young parents who are digital natives. Hence there is a shift towards focusing more digital and social media channels to connect with audiences.“Wild demonstrated a good understanding of the challenges that Drypers is facing with a well thought out strategy on how we can engage our existing and potential customers in a fresh and endearing manner,” Kam Kwan Ling, marketing manager, of Drypers Singapore said.“We are thrilled to be able to take on the challenge of using new media to engage young parents and parents-to-be on such an important phase of their lives. We hope that we build a deeper relationship with them beyond the transactional and create positive conversations online,” said Lee Kai Xin, head of interactive, Wild Advertising & Marketing said.Last year, Drypers launched a TVC as part of its brand campaign to inspire parents to spend quality time with children. The campaign ran with the tagline “More time for the things that matter” on broadcast, digital, OOH and shopper marketing channels.