With fierce competition in the already crowded baby care category elevating consumer expectations for brands, relevance has never been a more critical challenge for Pampers. Millennial parents switch diaper brands at a steady rate, with many seeing Pampers as 'old' and 'outdated'.

Pampers needed to win back the hearts and minds of parents. We needed a creative idea - and activation strategy - that would connect with parents and show them that the brand understands the changing needs of parents and babies.

Pampers wanted to shine a spotlight on the increasingly hands-on role dads were playing and deliver practical solutions to help them take the best care of their babies, with the objective of fueling brand love. With millennial consumers looking for brands to lead, we knew bringing to life Pampers brand purpose through engaging communications and a tangible brand act would tangibly demonstrate how Pampers values parenting today.

Parenting today is an extreme sport balancing work and home. While mom's role is celebrated, Pampers found that 74% of dads feel society places less value on their parenting role.

Society was contributing to dads feeling undervalued through limited access to baby changing tables in public places. The lack of facilities for dads to complete diaper-duty while out in public was turning enjoyable experiences into moments of angst. Parents were turning to social media to share their frustration.

Pampers knew they had to lead the movement for change. We would engage millennial parents by directly tackling the issue of changing table inequality and tangibly advocating for the importance of hands-on dads.

Pampers committed to installing 5,000 changing tables in men’s restrooms across the USA/Canada by 2021. Consumers were invited to be part of driving change with Pampers adding additional changing tables to the commitment every time #LoveTheChange was used.

Our announcement of the Pampers Changing Table commitment was directed at millennial parents. We crafted the strategy and messaging around the insight that 9 out of 10 dads have been in a men’s restroom that did not have a baby changing table.

To ensure the bulk of the funding for the campaign would go towards providing changing table installations, we developed a focused strategy to maximize impact.

We prioritized:

- Partnerships with highly relevant influential voices Donte Palmer of Squat for Change and musician, activist and Pampers partner, John Legend.

- Bespoke PR-led hero video asset to announce the commitment

- A multi-tier influencer activation to fuel the social conversation

- A simple call to action for consumers to help contribute additional changing tables

-Announcing in line with Father's Day to drive additional relevance

Pampers reignited the conversation on changing table equality, sparking mass awareness and fueling social change, by launching a fully integrated PR-led activation in June 2019.

A PR-led bespoke UGC style video designed to evoke the feeling of “real life” parenting went live in line with national press outreach featuring our lead voices, John Legend and Donte Palmer.

100+ pieces of content from any army of influencers including married dads, single dads, stepdads, LGBTQ+ dads, granddads, uncles, and moms fueled the social conversation, and drove engagement by inviting consumers to participate in our CTA.

We then focused on driving impact at the local level, hosting a Squat for Change local media activation in Donte Palmer’s hometown in July 2019 and partnering with 7 NFL dads to host installations in their home cities in honor of ‘Make A Difference Day’ in October 2019.

The PR-led execution successfully strengthened Pampers connection with and relevance to millennial parents. The program delivered on raising awareness of and enabling hands-on dads, while also engaging consumers to help play a part in addressing Changing Table inequality across the USA and Canada.

Media Outputs

- 2B+ earned media and social impressions ($0.26 CPM)

- Dominated SOV (48.8%) on social during launch versus diaper competitors

- 31.5MM households reached via unique broadcast coverage (ABC, NBC, CBS, FOX)

- News syndicated to 1,200 local broadcast stations

- 531 earned media articles

- Top-tier earned coverage across lifestyle, entertainment, parenting, and news outlets, including People, Today.com, Romper, Huffington Post, Parents and Yahoo!

- 79% (420) of earned articles featured Pampers brand in headline

Target Audience Outcomes

- 8.2K mentions of #LoveTheChange on social

- 2.7MM engagements; 16.2% engagement rate

- Total Video Views 5.9MM; 37.8% completion rate on You Tube

- High-profile engagement from Ashton Kutcher, DL Hughley, CNN, The Shade Room

- 3,425 Changing Tables installed by Pampers to date, across all 50 states and Canada

- 2 pieces of federal legislation passed to expand changing table access in airports

- State legislation passed or pending in 20 states to expand changing table access in public spaces

Business

- Grew brand equity

- Over-delivered on sales goals for the quarter

- Praised by Forbes as a brand that is celebrating dads by “doing something” vs “saying something” to encourage change