Achievement women are new moms who don’t have time for leisurely television viewing or shopping. Achievement Moms are also the first generation of China’s one-child policy. As only daughters, they do not have the opportunity to enjoy the sister-to-sister support system of their mothers’ generation. Instead, they look to other moms for advice and guidance. They seek solutions that deliver convenience and relevant information. Our consumer wants to make good choices for her baby and regain control of her busy life.

By converting a traditional medium into a baby-focused advice and retail channel, we gave China’s time-pressured moms a full-time, on-demand resource for learning facts about her baby’s development, getting perspective and purchasing diapers. Pampers transformed a television channel into a 24-hour home shopping network and CRM channel to alleviate the burdens of China’s Achievement Moms.

Knowing that downtime is precious and moms trust other moms most, we crafted content that focused on shared baby experiences. Programs featured “seasoned” moms talking about the joys and frustrations of parenting. Moms could view playbacks, post/read user experiences and purchase Pampers online.

Not only did we gain our Achievement Mom’s engagement, but we also earned her trust. Sales increased by +20% vs. target, shipments increased by 182%, and volume share increased 3 times faster than other television markets. Our client applauded us for creating a new marketing model and renewed the program for 2008.