Babies bring out the best in us, there is nothing that we would not do for them. To bring out this out and inspire people to also bring out their best when around babies, we launched our #BetterForBaby campaign. We believed if Pampers celebrated the profound power that babies have on the world we would be able to strike a chord with parents and prove to them we care about their babies as much as they do. While Pampers usually creates work that caters to the needs of moms, dads and parents to be, this campaign was different. Our audacious goal was to create a movement so powerful that everyone with a baby in his or her life would want to get involved and make a difference.

On June 2015, we launched our “Hush Little Baby” video. An adaptation of America’s most famous and recognizable lullaby, it began with a mother singing softly to her new baby, followed by a father, and members of the local and global community. Each rhyme was a pledge to do something good for babies. At the end of the video we asked people to share what they would do to be #betterforbaby.

After a few months, we announced how we had made good on our promise, releasing videos showing how we made life better for some very special babies around the United States. We surprised a few moms by making their #BetterForBaby pledges come true. This included creating a baby daycare in a storage room, a playground in a backyard and renovating a room for a baby with cystic fibrosis.

Our objective was to create a relationship with parents by engaging with them emotionally and inviting them to share their stories with us: and we exceeded our own expectations. Our average percentage viewed metric was 64% - which beat P&G’s previous best-in-class average percentage view. And not only were people staying engaged, they were sharing their #BetterForBaby pledges by the thousand, increasing #Pampers mentions by 103%. Our hashtag #BetterForBaby generated over 220 million impressions on Twitter.

Our campaign also exceeded our long-term metric goals. We increased brand equity lead over Huggies by 2.6 points – 130 index versus our goal. The campaign achieved a 24% lift in purchase, setting a new benchmark for best-in-class purchase intent within the CPG category, and quantifiably proving that insightful, emotionally engaging work is the most effective way to cement superiority in the hearts of parents.