Merries Diapers is a diaper brand from Japan that is now being sold in the Philippines.
When Merries Diapers entered the diaper market in the Philippines, the initial problem they faced was that their price range is a bit higher than their competitors. The challenge is being able to introduce the brand to the household without having to lower their price, starting off their online presence with social media.
Online Philippines perforrmed a competitor analysis to highlight the Unique Selling Proposition (USP) of Merries. We wanted to highlight Merries claim to fame of having an extensively researched Airy layer and breathable diaper feature, as well as its awards and accolades received in Japan as winning a consumer award named “Japan Mothers Top Choice”. After narrowing the USP, we created a target market that can best relate to their USP and price range and applied their branding to the social media content. We also created social media content pillars that educates, entertains and is relatable to their target audience.