A major baby care brand has tasked the Tongal community to find Insights on how millennial moms feel about diaper-changing and the challenges of diaper rash. In a previous project, we asked Tongalers to give us Observations on their own diaper-changing and diaper rash experiences. We’ve now compiled the results and placed them all in a PDF, which you can download from the Assets section at the bottom of this page.
Peruse the Observations in that list and look for patterns. Then pick three Observations from the list and create an Insight based on them. Your Insight should uncover a human truth about moms and their relationship to diaper-changing. See the “What is an Insight?” section below for more information.
Tell us your Insight in 140 characters or less. Then provide an explanation as to how you arrived at that Insight in fewer than 1,000 characters. Finally, let us know which three Observations your Insight is based on by recording the numbers next to each Observation in the spreadsheet and entering them in the “Observations” field on the submit page. You must enter THREE Observations (please do not enter more than three).
The winning Insight will be used in a subsequent Tongal project to find a Campaign Idea for the brand.
What is an Insight?
In advertising, an Insight is a conclusion about a consumer concern or a universal human truth that can be potentially addressed by a brand or a product benefit. For instance, Ikea discovered this Insight: “People overspend on fashion purchases such as clothes and shoes, but still cling to a ’til death do us part’ attitude with their furniture”. Which led to this famously successful campaign.
For more info on Insights and what we’re looking for, check out this Blog Post.
This Project will be worth a total of $2,500 and consist of an Insight Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: INSIGHT – Tell us your Insight into skin care based on three Observations from the PDF listed in the Assets section. Your Insight should be 140 characters or less. Then provide an explanation as to how you arrived at that Insight in 1,000 characters or less. Finally, please tell us the three Observations your Insight is based on. Winners of the Insight Phase will earn $2,500 each.
1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
6. Limit 5 submissions per member, per Phase.
7. You must be at least thirteen (13) years or older to enter.
8. In the event that fewer than 100 Insights are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.
9. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.
10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.