SUMMARY
In the context of the homogenization of maternal and child brand information output, Pampers hoped to stand out in the Spring Festival marketing campaign.
We focused on the "Spring Festival Travel Mother" who brought the baby home during the Spring Festival. For this purpose, we launched the [Pampers Help Babies Back Home] travel service program and replaced the brand single information output with the actual solution.
The authoritative official Weibo account "People's Daily" took the lead in supporting the Spring Festival Travel Mothers, next Pampers released a warm heart video which caused them to resonate strongly. Then, Pampers provided four travel scenes about the car, the airport maternity room, the plane and the subway to help them back home easily.
We successfully stood out from the Spring Festival marketing campaign, achieved super-large exposure and conveyed the brand attitude of love and care to the life of mothers and babies.
