Knowing that downtime is precious and moms trust other moms the most, we crafted content that focused on shared baby experiences. The programs featured “seasoned” moms talking to other moms about the joys and frustrations of caring for a baby. Moms were able to view playbacks, post/read user experiences and purchase Pampers online. Women found in the network a trusted friend, one that was always available and profoundly resourceful.

Not only did we gain our Achievement Mom’s engagement, but we earned her trust. Sales increased +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.