To complement the program, Pampers created 10 webisodes that documented the two months after the child’s birth. Both parents were asked to give their views on how the baby has changed / evolved over that time. Using Pampers’ wealth of knowledge and expertise on childhood development, the concepts that parents talked about were expanded with interactive “click here” buttons for parents to learn more about the situations they faced.

A holistic amplification to maximize webisodes views :

- TV sponsorship of the program by Pampers + Dedicated “Drive to webisodes” TV spots

- Print partnership with Enfants Magazine (leading parental title) showing Pampers/Babyboom families

- Facebook live chats with the Pampers/Babyboom families

- Leverage of P&G ITGC program …

In the second year of our partnership with Baby Boom, we were able eclipse an incredible first year:

• Top of Mind +4pts / Brand image +2pts / Purchase Intent +5pts

• More than 2 millions Viewed videos

• And most of all Commitments from parents: Highly engaging teasing posts & chats with family: 4 teasing posts with 3% avg virality, +1,5pts vs Pampers avg in Oct’12