4 million children under the age of 3 have never been read to in their lifetime.

Pampers is the #1 pediatrician-recommended brand in the US, committed to helping babies, supporting parents, and protecting the world little ones will grow up in.

When reports in the US indicated that 4 million children under the age of 3 have never been read to in their lifetime, Pampers set out to change that.

They tapped Snapchat to help with their new purpose: to offer families books through the power of augmented reality.

PAMPERS TRANSFORMING STORY-TIME THROUGH THE POWER OF AR

In partnership with Snap, every Pampers box was transformed into a magical Storybook using augmented reality. Parents held their phone’s camera in front of the box and Snapchat's innovative image-recognition technology did the rest.

By scanning Pampers’ logo or visiting their Public Profile on Snapchat, parents can unlock a collection of children’s classics like Twinkle, Twinkle Little Star and Peter Rabbit, bringing books directly into the home. They also aimed at celebrating important cultural moments and contemporary topics like Pride month with “The ABC’s of Pride.” and The Flight of Bessie for Juneteenth and Black History Month partnering with a diverse team of Lens creators.

KEEPING STORY-TIME ALIVE WITH AR.

Many of us have fond memories of story-time with parents, grandparents and teachers; but few of us realize how important it was for our development. Being read to as an infant grows our vocabulary, helps us understand the world, increases our cognitive abilities, and creates lasting emotional connections. Sadly, in the US, 4 million children under the age of 3 have never been read to in their lifetime. As a brand that's helped parents - and their children - thrive for over 60 years, Pampers wanted to help keep story-time alive and encourage new parents to read with their children. Our approach was to turn every Pampers box into a magical Storybook, using AR making story-time more vibrant and accessible. To remove all barriers to entry, parents only had to hold their camera in front of the box and Snapchat's innovative tech did the rest.

A LIVING BREATHING LIBRARY OF CLASSIC & CONTEMPORARY STORIES.

In partnership with Snap, every Pampers box was transformed into a magical Storybook using augmented reality. Parents held their phone’s camera in front of the box and Snapchat's innovative image-recognition technology did the rest.

By scanning Pampers’ logo or visiting their Public Profile on Snapchat, parents can unlock a collection of children’s classics like Twinkle, Twinkle Little Star and Peter Rabbit, bringing books directly into the home. Leveraging Snapchat’s reach of 30 million parents every month, the Pampers AR Storybook launch was promoted with out-of-home, digital and influencer campaigns across urban markets and became an integral part of Snap’s ‘Open your Snapchat’ campaign.

Leveraging Snapchat’s reach of 30 million parents every month, the Pampers AR Storybook launch was promoted with out-of-home, digital and influencer campaigns across urban markets and became an integral part of Snap’s ‘Open your Snapchat’ campaign. Pampers and Snapchat didn’t just partner together to reimagine story time, they launched an entirely new way to uplift parents and make books accessible with the power of Augmented reality, helping to raise our brightest, boldest, most imaginative generation yet and close the million word gap.

Recognized Cultural Moments by leveraging relevant AR creators for authentic Storytelling

Pampers’ Pride campaign was universally memorable (1.3x norms) and persuasive

Drove above average (2x) lift in brand imagery (+5pts) among exposed Snapchatters

35 million people reached

145 million AR-enhanced stories read

363,000 hours spent reading together

LARGEST SALES LIFT IN PAMPERS HISTORY