Pampers Korea is one of the few imported diaper brands. It became the No.2 brand awareness, but the brand preference is relatively low. Competitor brands' marketing makes consumers to visit their commercials. Yet, Pampers has heavily focused on sales promotion that there are few mentions online. It is a reliable and well-known brand but lacks a characterized brand image.

As a diaper is a period-sensitive product, a strategic approach toward targets is crucial. Due to the short usage period, there is an opportunity in the diaper market for potential consumers. Our main targets are millennial moms, who are active users of smartphones and computers. Our research showed that they enjoy and learn how to care for babies through video contents. Online-contents have advantages in accessibility and building brand image. Thus, Pampers aims to increase purchase preference by strengthening emotional bonding with contents that evoke their own experience.

Most consumers search and purchase diapers online. They call Pampers a Night Diaper. It derived from the core emotional benefit that Pampers stays soft and dry overnight. It helps babies to sleep comfortably and supports both babies and parents. Yet, this nickname can cause misconception of night product, while babies sleep throughout the day. We twisted the name to Beauty Sleep Diaper and developed brand message: the happiness for both moms and babies through sincere growth. We produced an animation to fully visualize 'baby's adventure in his dream,'and successfully delivered the brand message with a beautiful work as a real movie.

Most consumers search and purchase diapers online. Among online communities, Pampers is called as a Night Diaper. It derived from the core emotional benefit that Pampers stays soft and dry overnight. It helps babies to sleep comfortably and supports the happiness of both babies and parents. Yet, this nickname can cause misconception of night product, while babies sleep throughout the day. We twisted the nickname to Beauty Sleep Diaper and developed brand message: the happiness for both moms and babies through sincere growth.

P&G Korea, our client, is really satisfied with the work that it effectively expressed the brand identity and what it is about. We believe that the campaign will become viral among the targets and be a touchpoint that reaches them with a characterized brand image.

Our work, which was launched on Friday, June 14, 2019, is currently receiving 1.6 million views, 200 comments and 600 good reviews on YouTube alone.

The longer the time goes by, the more viral effect is expected.