Cannes Lions

Bye Bye Lullaby

SAATCHI & SAATCHI, Milan / FATER / 2022

Awards:

2 Shortlisted Cannes Lions
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Case Film
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Overview

Entries

Credits

OVERVIEW

Background

Pampers wants to change from a brand of baby care products to a brand that offers products and services to all the family, accompanying children and parents on the most beautiful and difficult journey of life: raising a child.

Without having a real brief we proposed to the client to help parents to overcome one of the most difficult changes to face: listening to baby songs all day long.

The goal was to generate gratitude in our consumers and increase the bond with parents helping them to love all the changes a baby brings. Even music.

Idea

Bye Bye Lullaby: The first children's playlist approved by their parents. A Spotify playlist with a selection of over 100 famous songs loved by parents rearranged according to the children taste: in lullaby style.

Strategy

The project is aimed at families with children 0/3 years old.

We reached our target trough the pampers app.

Almost a million parents involved in a mobile experience that uses the passion for music to make families feel the closeness of the brand.

To allow parents not to give up their favorite music, we decided to create a moment of musical sharing between parents and children.

Execution

We selected more than 100 famous songs loved by parents rearranged according to the children taste: in lullaby style.

Thanks to the Pampers app, in less then a month, we reached almost a million Pampers app users. Through a quiz, with questions focusing on the campaign’s insight, we discovered their favorite music tastes. Depending on the answers we linked them directly to the most suitable playlist.

Influencers and socials boosted the initiative.

Outcome

1 million parents impacted

over 60% quiz completed

+500 app users a day

+580% reactions on Pampers Spotify profile.

Influencer boosted our initiative on social media.

But above over 300k minutes of songs streamed to love every change a baby brings.

Even the music.

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