Tattooists have been recommending Bepanthen (yep, the nappy cream) as tattoo aftercare for decades. And with self-styled solutions on the rise, the time had come to create a global brand campaign that would secure its place as the original and best aftercare product.

But first we needed to earn the right to start actively promoting Bepanthen by showing tattooists and first-time tattooees that it understands this world. To build on the existing trust from artists and extend that to tattooees we needed to produce authentic content which engages with the community on their terms.

So, we created ‘The First Time’, a two-phase, Instagram-led campaign that speaks to our audiences where they speak to each other and doesn’t just ‘push product’ – choosing instead to explore and celebrate the stories and emotions behind creating a new tattoo and getting your first one. ‘The First Time’ seizes the opportunity to become a trusted source of support, celebration, inspiration and information by starting real and lasting conversations. Conversations which can evolve and create something more permanent than a one-off campaign.

‘The First Time’ was quickly embraced by local markets, going live in 7 countries as soon as it launched. And the markets haven’t just rolled out assets or made their mark online, either – they’ve gone above and beyond to build genuine relationships by taking the conversation to tattoo conventions too.

Role: Joint Lead Creative | Copywriter

Deliverables: Creative Strategy & Brand Positioning | Concepts | Creative Direction | Brand Line | TOV | Messaging Framework | All Assets | Global Marketing Toolkit

Lead Creative duties shared with the amazing Alice Booth – Art Director & Designer