Cannes Lions

BELLIES IN CONCERT

CONILL SAATCHI & SAATCHI, Los Angeles / PROCTER & GAMBLE / 2013

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Case Film
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Overview

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Credits

Overview

Execution

Carat leveraged relationships with current media partners to ensure that the creative idea was amplified at maximum levels at all stages of the program – Pre-Launch, Concert, and Participation Phase.

The idea incorporated multiple touch points to reach the expecting USH Mom via:

Local Radio Remotes and trusted DJ endorsements, Contextually relevant websites, Social Media, Paid Search, PR Outreach through multiple USH Mommy Bloggers writing about the concert and encouraging Miami followers to register or if they could not attend in person, to watch the event on Livestream. Digital Banners on Batanga, Kinetic Social, and Mamas Latinas. On Facebook – Marketplace ads, Facebook Sponsored Stories, Geo-targeted Facebook posts to engage local Miami moms and spread the word about the concert. On Google – site links on all USH Pampers keywords.

All media support directed moms to the Pampers Latino Facebook Page, which acted as a hub for the entire campaign.

Outcome

The program resulted in high interest and coverage by Hispanic and General Market traditional and digital media. Thalia’s social currency provided Pampers access to over 6 million fans. It also generated over 350 million impressions in a 3-4 month period. During this period, Pampers Latino Facebook fan page increased its fan base by a third or 35,000 catapulting the total number of fans to 100,000+. After the concert we invited moms with babies to upload videos of their babies dancing; user participation exceeded P&G’s benchmark for video upload contests by 6x. Most importantly, the success of Bellies in Concert allowed Pampers to lower the emotional barrier by bonding with a multitude of moms. After the program, Pampers delivered the highest equity among Hispanics in the brand’s history (+12 points CBI; 108 IYA). This helped close the gap vs. Huggies by over 43%. Most impressive, among Hispanic new moms, Pampers’equity grew +38 points (203 CBI; 123 IYA) surpassing Huggies (184 CBI) for the first time and setting the stage for future growth.

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