Babies come into this world in all shapes and sizes—and they each grow at their own pace.

Maybe that’s why 30% of babies are currently wearing the wrong diaper size, and 50% of parents are unsure about which size to use. Can you blame the parents? It’s so hard to keep track with baby’s growth. Now, factor this in: most parents don’t even know that it’s usually the wrong diaper size that causes leaks and blowouts, not to mention potential skin irritation. We thought it was about time someone came to their rescue.

Data collection is crucial for Pampers My Perfect Fit to function effectively—our idea hinges entirely on a new approach to leveraging parental insights. The data journey does not start from scratch though. Users of our Pampers Club app are there to have their loyalty rewarded. Every time they scan a code from a pack of diapers, we get a clearer picture of their usage cycle. Based on their profile, we have a clear idea of their baby's age and developmental stage. Adding extra information about their babies through the Pampers My Perfect Fit’s questionnaire enriches this data further and helps us predict size change milestones.

Pampers My Perfect Fit has been designed for the Pampers Club app, a parenting community that already has more than 13MM users. So, when it comes to data gathering, the new tool harness the power of our existing user database. Targeting is based on diaper usage: the users of the app receive timely notifications when a size change is upcoming. Data interpretation occurs as parents respond to these alerts—and once the data is collected, the proprietary algorithm of our tool starts to work, and it does so by processing the information and finally recommending the most suitable diaper fit from the Pampers range. It's also important to mention that we want to use the new tool as an acquisition tool in the future, meaning that it will later help us bring new users to the Pampers Club parenting community, a win-win situation.

Pampers My Perfect Fit has already given over 1.3MM recommendations across seven markets: the US, Canada, Spain, France, Germany, Austria and the UK. Parents have been rating Pampers My Perfect Fit's accuracy an incredible 4.7 out of 5. Not only that, but they've also been choosing Pampers over other brands more often, purchasing 30% more Pampers diapers compared to non-users. This increase has driven a 5% rise in revenue per consumer annually.