Tiny Talks – AI-Powered Brand Storytelling Campaign
Ego Pharmaceuticals is a leading Australian skincare company with nearly 70 years of expertise in dermatology and gentle skincare solutions. The QV Baby range is trusted by parents and pediatricians across the GCC for its fragrance-free, color-free, dermatologically tested formulations designed for babies’ delicate skin.
Our partnership with Ego in the Middle East began 10 years ago, and we’re incredibly proud of the success and awards we’ve achieved together. For this campaign, we focused on their QV Baby line, launching an innovative AI-powered podcast across the GCC… designed to deepen brand affinity and educate parents through a modern, highly engaging content experience…
Brief
The objective was to strengthen emotional connection with parents while providing clear, relatable education around baby-skincare routines.
The campaign transformed QV Baby’s brand characters into interactive podcast guests, guided by an AI-powered “baby host,” turning educational skincare conversations into entertaining, dialogue-based content.
Solution
Eureka Digital led the end-to-end strategy, bringing together creativity, technology, and digital engagement to deliver an interactive content experience tailored to GCC parents.
Our analysis was driven by mapping parent personas and identifying key concerns, habits, content preferences, and digital channel behaviors.
This led to the creation of Tiny Talks! The world’s first baby-care podcast hosted by an AI infant persona, creating a unique, charming engagement layer.
Our Strategic framework
- Activation of the brand characters (QV Baby pack characters) as podcast storytelling guests to build familiarity, and emotional connection.
- Positioning QV Baby as a creative, emotionally intelligent brand… moving from passive ads to interactive brand storytelling
- Multi-Platform Visibility; YouTube, TikTok, Instagram, and Facebook were used to maximize audience reach and amplify visibility.
Key Tactics:
- Leveraging AI in Edutainment Podcast
Edutainment delivers education through entertainment; therefore, we developed an AI virtual baby host to moderate parent questions and provide guidance in an interactive and emotionally resonant tone.
- Brand Relevance Through Characters
Elevated brand relevance by transforming QV Baby characters—Daisy the Duck, Tim the Tiger, and Kylie the Koala—into podcast “guests,” each aligned with a specific product line to strengthen brand–product association.
- Phased Rollout
- Teaser Phase: Invited audiences to guess the upcoming podcast guests.
- Reveal Phase: Introduced the characters and launched the interactive podcast episodes across platforms.
- Content Creation
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- Designing conversational scripts that blend skincare education with storytelling.
- Community Management
- Responding to parent questions about moisturizers, diaper rash, and cleansing routines.
- Ensuring safe, accurate, brand-aligned medical and skincare guidance.
- Media Planning & Distribution
- Leveraging short-form and conversational content formats for maximum reach and participation.
Results
- Generated 3M+ views across platforms.
- Delivered exceptional early performance within the first weeks of paid amplification:
- Achieved 4.7× higher likes-to-views ratio on YouTube compared to the top 5 Shorts average.
- Reached 20× higher shares-to-views ratio on TikTok vs. recent videos average.
Impact
This campaign demonstrated how Generative AI can elevate brand interaction, turning static awareness content into a participatory experience that parents genuinely enjoy.
It strengthened brand trust and emotional relevance, positioning QV Baby as a creative, innovative, and parent-centric leader in the baby-care category.
Global Recognition
This campaign was globally recognized with the Gold Award at the MarCom Awards 2025 for “BEST USE OF GENERATIVE AI IN MARKETING.”
Eureka digital, You have done an outstanding job!
You have not only transformed the idea into reality but have also made it meaningful and impactful, delivering results that truly speak for themselves.
Thank you, and I look forward to achieving even greater successes together
Mohamed Mustafa
Regional Senior Brand Manager | Ego Pharmaceuticals
