Merries, the trusted diaper brand for parents in Malaysia, aimed to elevate its brand awareness and exposure through the Smile for Smiles campaign. A photo contest was launched to break the Malaysia Book of Records for the "Most Number of Smiling Babies in Diaper Photo Campaign." Parents had to upload a photo of their baby wearing Merries diapers and smiling. The photos were displayed on merries social media page, and people voted for their favorite. The campaign was officially certified by the MBOR, allowing Merries to use the logo on its point of sale material. The campaign generated significant interest, participation, and a library of user-generated content, strengthening Merries' connection with its customers.