Israel is a highly-connected market, with an average of 2.7 mobile devices being owned by every household (TNS 2014); one of the highest levels in the world. Smartphones ownership is particularly high among the 15-35 year-old age groups,

and that includes most of the couples with babies aged 0-3 years.

Prior to the Magisto campaign this audience was already used to viewing content through YouTube,

and to regularly using their phones to capture special moments on video or as stills.

We realized that the barrier here was that most of the great content stays 'quietly' hidden on their smartphone's memory. So if we were to be able to use it as new branded content, we would need to find a new way to liberate it

so that it could be shared with their friends. Enter Magisto.

The Pampers brand has always celebrated the genuine and joyful moments of baby's development.

By allowing parents to use Pampers' unique version of the Magisto app

we put the creative process - using the exact brand values described above - in the hands of parents.

Parents became the agents of spread in our communication campaign,

as every video created included a branded Pampers post roll.

A smart way to voice our message and also help parents spread the magic while endorsing and advocating our brand.

25,710 mini baby video commercials were created in less than 3 weeks

2,573 movies were hashtagged #Pampers

2 million page impressions.

All with zero media budget.

And for the first time in 10 years Pampers overtook Huggies in brand awareness and other key brand attributes

(see below in Confidential information).