The brief was to demonstrate the superiority of our products designed to protect baby’s fragile skin, and grow love for the brand which was considered “an ordinary brand for ordinary babies”.

We discovered that Pampers is ready to take care of the 1.77 million (10%) of Chinese

babies born each year no other diaper brand is taking care of: premature babies. Only Pampers produces and donates diapers especially designed to fit tiny preemies to Chinese hospitals, where nurses otherwise would cut regular diapers smaller to make them fit.

The key objective was to stop the decline of the Pampers brand and achieve a higher share for the brand in JAS’18 vs the same period ‘17. Our conclusion that the missing brand purpose is a core reason for Pampers bad performance in the market, meant we needed a rise in brand equity to enable us to reach those results.

Our idea was to activate our premature diaper donation program through the very thing baby can’t have, touch*. We created a campaign with a donation mechanism powered by a touch, social posters, a film and instore all based around baby’s long wait for mother’s touch.

*Note: In China it is the cultural norm for mum and baby to go into “Sitting the month" ("Zuò yuè zi") together, right after birth for a minimum of 30 days to recover and feed the newborn baby until strong. However a premature baby must stay in an NICU (Neonatal Intensive Care Unit) to receive specialised treatment. This means that mum and baby can have no physical contact until baby is developed to full health.

Our target, Premium Chinese Post 80s-90s Mom, who demands quality, like no other. Probably the pickiest consumer on the planet.

Heavily influenced by her peer group, online KOLs and what she sees online and in-store, she hunts to find the very best baby care products and is constantly on the lookout for quality cues and reassurance. She starts her consideration at around 3 months prior to birth.

Our approach was simple, convince her of Pampers commitment to providing care for every baby’s happy healthy development, by showing how her how we (with her help) care for babies in the toughest and most stressful situation imaginable. And, to prove the superiority of our diapers, what better example of the most fragile skin than premature babies whose skin is not yet fully developed?

Once and for all breaking the perception that Pampers was just an ordinary diaper for ordinary babies.

We launched our holistic campaign with an online film, featuring a heart wrenching real life story of a mom and her preemie baby separated during the confinement period that raised awareness and ignited a conversation.

We counted on a Chinese celebrity mum and influencers who were preemie parents themselves to spread the video and social posters, raising awareness of the issue, and specifically what Pampers was doing to help.

Then, we introduced a simple donation mechanic 1 touch = 1 Diaper via a ‘touch screen’ H5 Digital Activation, which enabled moms to get involved, and share their own stories. The total viewership during the campaign hit more than 112 million views. We developed a further amplification of our donation mechanic by engaging our key online and offline retail customers, by partnering with them to launch ‘Buy One, Donate One’ sales promotion via eCommerce and in-store, a concept unique in China.

Total unique views during the campaign reached more than 112 million.

1st objective – overachieved: Our Preemie campaign not only lifted Pampers overall brand equity by 5%, but 8.4%. The greatest uplift in Pampers brand equity since 6 years.

2nd objective – overachieved: Our Preemie campaign not only sold 20% more Pampers Premium Diapers in Walmarts’ Baby Month in August 2018, but 100% more than in August 2017

This made Pampers the best-selling diaper brand in Walmart in Baby Month August.

3rd objective – overachieved: Our Preemie campaign not only sold 20% more Pampers Premium Diapers in JD’s Dad Festival in August 2018, but 54% more than in August 2017.

4th objective – achieved: Our Preemie campaign achieved 0.5 ppts higher market share for Pampers total brand in JAS’18 versus the same period a year ago.