Thanks to Indonesia’s custom of strict confinement for nursing mothers, social media was a natural fit. We centered our Pampers Local Lullabies campaign on our Facebook page, where we asked mums to share videos of themselves singing to their babies. There they would be feted as perfect mums, and visitors could judge the most popular songs.The much-loved MTV host Nirina Zubir, herself a young mum, recorded lullabies for the site, too. We then used Zubir’s performance in a TV commercial – a quiet, beautiful message that stood out among the other ads.From the enchanting collection of songs for young mums to sing for their babies, we compiled the ten best on to a CD. We gave it away with Pampers at the point of sale, making ten women even more famous for their perfect mothering skills.

The result: a collection that can be treasured for generations, and a movement that lives on.

In eight weeks, there were one million views of our Facebook posts and the 42 lullabies uploaded. The number of Pampers’ Facebook fans jumped 14,459 to 54,000, almost half of whom are now active monthly users.

And young mums loved us. P&G received call after call asking where to buy the CD – and when Volume II will be released. Procter & Gamble decided to extend the campaign to save traditional Bahasa bedtime stories.