The initiative focuses on engaging parents around the challenges of infant sleep and daily routines. 

“For EQ Dry, it wasn’t just about driving awareness,” said Samwel Tan, media planner at UMWW. “It was about connecting with parents in the right moments, through the right message, and creating genuine attention that translates to trust.”

In order to execute the campaign, Teads implemented a contextual targeting strategy across its premium global publisher network, combining mobile and Connected TV (CTV) formats to deliver content in environments relevant to parents, such as parenting advice and wellness topics. 

The campaign also focused on maximising attentive engagement rather than relying solely on impressions, in line with Teads’ approach to driving brand lift and purchase intent.

Moreover, the campaign illustrates how brands in highly competitive categories can achieve emotional connection while maintaining performance metrics, using premium creative formats and precise targeting. For EQ Dry, the initiative reinforces its positioning as a brand supporting both infant comfort and parental reassurance.

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