• by Les Luchter , February 12, 2025

With the help of a YouTube Ads campaign, a :60 spot focused on parents  from diaper brand Rascals has garnered some 15 million views after only a couple of weeks.

Rascals, begun nine years ago in New Zealand, is sold in the U.S. exclusively by Walmart.

Driving home the brand’s message that “We Get It,” the humorous musical commercial features such lyrics as "You used to see your friends, and now you spend all your free time cleaning someone’s rear end." But, fear not: Rascals is “obsessed with containing the mess.”

Amelia Watson, Rascals’ head of marketing, attributes the success of the viral video to “relatable and authentic messaging” that highlights “why our diapers are worth making a song and dance about.”

“By addressing the real-life challenges and joys of parenting in a way that resonates emotionally with parents worldwide, the campaign strikes a chord with its audience,” Watson tells Marketing Daily.

“Additionally, our strategic use of platform-specific targeting ensures the message reaches the right viewers at the right time, enhancing both engagement and reach.” 

Created with the aid of Kiwi agencies Anti and Bad Magic, the spot has been cut down into :30, :15 and :06 versions, with additional exposure through such platforms as connected TV, social media and influencer content.

For organic and social media amplification of “We Get It,” Rascals’ in-house content team produced “The Rascals Office,” a 12-part short-form miniseries providing what Watson calls a “behind the scenes look of producing the ‘We Get It’ ad and working on the Rascals team.” Here's episode one.

After just one week of both the YouTube video and the social media series, Watson was reporting 18 million impressions and 16.6 million engagements.

That vindicates Rascals’ new brand messaging, which Watson notes “marks a significant evolution…shifting from purely functional product communication to a more emotionally resonant message.”

Past campaigns, she says, “focused on product performance alone,” while “’We Get It’ speaks directly to parents’ experiences and conveys that when parents are less stressed (thanks to a high performing diaper!), they can be the best versions of their parenting selves.”

The campaign, which Watson calls Rascals’ “most ambitious” to date,also plans to donate 1 million diapers to families in need across the globe through collaborations with international organizations, local charities, and community-driven programs.