C&G Baby Club.
Get Things Heard.

How do you help create a song that’s guaranteed to put a smile on any little one’s face? Give a Grammy award winner thousands of sounds crowdsourced from parents of happy babies and the expertise of child psychologists specialising in infant development and music.

Working in a collaborative all agency group with the brand team to develop a song which reflected the brand’s heritage in and commitment to baby happiness; we harnessed the power of community to help provide inspiration for singer-songwriter Imogen Heap, and then threw a star-studded baby disco to help propel C&G Baby Club’s infectiously Happy Song to number 1 on the iTunes children’s chart.

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Keep things insightful

A team of child psychologists conducted ground-breaking musical research into the sounds that make babies happy. We suggested including the ultimate experts - their parents - by crowdsourcing sounds from over 2,000 parents via the C&G Baby Club social channels and Tots 100 parenting community. These sounds were then shared with award-winning singer-songwriter Imogen Heap, and became crucial components of the endlessly catchy Happy Song.  

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Celebrate things collectively

The Happy Song found the perfect target audience through the voices of high-reaching and highly relevant influencers and national and international media outlets who shared what might just be the cheeriest music video ever made. To experience the happiness first hand – and ensure media outlets wanted to share in the fun – we invited high profile guests to a bouncing baby disco to party like it’s still two hours til naptime.
 

Use Things for:

Community Engagement, Influencer Outreach

Use Things for:

Community Engagement, Influencer Outreach