Cannes Lions

NOU-IKUMIN

BLUECURRENT JAPAN, Tokyo / PROCTER & GAMBLE / 2015

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Case Film

Overview

Entries

Credits

Overview

Description

Pampers needed to convince Japanese moms that its new 12-hour-protection diaper offered a measurable difference in a commodity category. The brand took the insight that moms want their babies to be the best, intellectually and socially, and created a link between its diaper and baby brain development.

We built a campaign around this science-based premise: The better sleep baby gets, the better her brain processes what she learned while awake.

A new language –“Nou-Ikumin,” (literally, baby sleep for brain growth) was created. A neonatal sleep doctor established credibility. Seminars and partnerships with mommy-bloggers and top parenting community websites and magazines plus infomercials took Nou-Ikumin to highly engaged moms. A music-video on social channels promoted Pampers as key for bright, energetic babies.

Nine in ten moms reported they would purchase diapers that allow their baby to sleep better, sales soared, and Pampers became Number 1 in diaper market share in 2014.

Execution

Academic science showing the link between sleep and brain development was a genuine category and parenting breakthrough. Message cut-through required a creative idea of equal breakthrough nature.

We created “Nou-Ikumin” as language to simply convey the connection between sleep and brain development and introduce this concept into mom and public vernacular.

Paid, earned, shared and owned media were anchored by the credibility of a respected neonatal sleep doctor Takuro Endo, M.D., Ph.D., Original sponsored content posted on YouTube and other channels featured a music video of a happy, energetic mom and baby dancing and exercising together, and the message was clear: Pampers helps babies get the rest they need to be their brightest selves.

Dr. Endo offered instructional content on YouTube and in content shared with mommy bloggers, leading community websites, and in interviews, sleep-seminars and infomercials. A Nou-Ikumin Room under the popular parenting destination brand website “iVillage” furthered impact.

Outcome

The Nou-Ikumin campaign created a sensation, hatching a movement for drier, well-developed babies, and in the process changed perception: not all diapers are equal.

•90 percent of moms reported they plan to purchase diapers that allow their baby to sleep overnight with 12 hours of dry skin.

•93 percent of moms surveyed reported being interested or very interested in “Nou-Ikumin.” Recognition of “Nou-Ikumin” among moms surpassed 40 percent in 2014, demonstrating that it had become part of the vernacular. “Baby + Sleep” key word search volume increased three-fold following the campaign.

•The message saturated across paid, earned, shared and owned media. iVillage’s traffic increased 150 percent versus previous year and unique page views increased 120 percent.

•Product sales and shipments increased 120 percent and 130 percent respectively in the first three months following the campaign compared to same-period previous year.

•Pampers became Number 1 in diaper market share in 2014.

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