Our mission: recreate love for Pampers

Our strength- having a common interest with moms-“love for babies”

Our strategy- Go beyond functional benefits, connect with moms at a deeper level by showing Pampers truly cares for her baby’s happy, healthy development.

In India, raising a baby is seen as mom’s job only. There is a social stigma attached to men willing to do the dirty job of cleaning up the mess and being engaged in child care duties.

This “compartmentalised” approach of raising babies is actually detrimental to their holistic development. Pampers, which has always held babies at the core, knew it had to drive a change and make INCLUSIVE PARENTING the new norm. That fathers and mothers have unique and complementary roles had to be emphasized. We got parents thinking by asking them - If IT TAKES 2 to MAKE a baby, shouldn’t IT TAKE 2 to RAISE a baby?

Given every new mom’s social life is restricted, Facebook is her window to catch up with friends and family. We tapped into the engaging power of Facebook to initiate our dialogue by custom creating a “mom’s cluster” which allowed us to sharply target young mothers- a first for India.

Tie up with the leading parenting website - mycityforkids - helped us get over 228,000 views on 100 pieces of pro bono content written by key influencers. Celebrity dads on the top TV parenting show reinforced the message. Our hero asset -#ItTakes2 video became a force to reckon with. You Tube was used as the lead platform. To talk with parents of toddlers, the video was distributed ONLY on handpicked content-lullabies/rhymes/alphabets songs etc.

•5, 50,000 likes, comments and shares on Facebook

•13.6 million young parents reached

•45 times increase in social media conversations made #ItTakes2 the most viral campaign in the baby care space.

•Love for Pampers grew- 115 index vs start of campaign. Pampers is now the most loved brand in the diaper space.

•15% uplift in all focus equity parameters- brand trust, best brand for newborns, most recommended brand by paediatricians.

•54% increase in sales offtake of Pampers in 2 months!

•Unaided Brand Awareness for Pampers grew by 7 points in just 2 months!