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Pampers
Pampers Advocacy

RAN IN: UK

CLIENT
Procter & Gamble

Ahmet Yucel, General Manager
Caroline Gorrie, Brand Manager

AGENCY
Saatchi & Saatchi *Lead Agency

Polly Evelegh, Planning Director
Andrea Kenerly, Managing Partner
Rob Burleigh, Executive Creative Director
Henrietta Kerr, Account Manager
Lex Robinson, Global Planning Director


MSL

Katie Andrew , Associate Director
Louisa Norman , Account Director


Starcom

Jake Woodley , Business Manager


SUMMARY

Retailers were hitting Pampers hard, selling quality nappies for half the price. Proud of being savvy shoppers, those parents became social media evangelists. Pampers buyers, branded as ‘nappy snobs’, kept quiet.  In a market where recommendation is everything, Pampers needed influential first-time mums to champion the brand. They demonstrated a uniqueness to Pampers that retailers couldn’t copy; its dedication to care for every baby, including designing and donating their smallest nappy for premature babies. Leveraging the brand’s purpose drove advocacy and increased share up to an index of 120.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE ;Display Ads (Interactive/Online) ;PRINT ;Newspaper - Print ;SEARCH ENGINE MARKETING (SEM/SEO) ;SOCIAL MEDIA ;TV;Interactive TV/Video on Demand ;Spots (TV)

Audience: New Audience

Objectives: Change brand image

Type: Business to Consumer

Classification: National

Language: English