The economic crises the Covid-19 pandemic has led to in Argentina has been devastating. It’s known worldwide as the “world’s longest quarantine.” Thousands of shops and small industries went out of business and many were left with no income.*

Among those people were first-time expecting mothers and fathers, who now had more to worry about than ever.**

Pampers is renowned for supporting parents in raising their children happily and healthily, and the Brand could not let this opportunity to help pass them by.

The goal was to find a way to truly support these families.

*https://www.argentina.gob.ar/sites/default/files/acerca_de_los_90.000_comercios_que_supuestamente_cerraron_0.pdf

**https://chequeado.com/el-explicador/nacimientos-en-2020-que-datos-hay-y-como-podria-afectar-la-pandemia/

We took Pamper’s influencer marketing budget and hired first-time fathers and mothers. We asked them to send relevant content to our community and, in exchange, we offered them actual economic benefits.

We turned them into influencers for as long as the lockdown went on.

In such an uncertain scenario both for people and for the Brand, there was only one thing we knew for sure: Pampers had to be there for mothers and fathers to support them in raising their children, more than ever.

Instead of empty advertising campaigns, the strategy was to be hands on. We took 80% of the budget the Brand had allocated to influencer marketing and we used it to hire first-time expecting moms and dads to be our spokespeople. The remaining 20% was destined to our usual influencers to help boost the campaign.

Our target was the Pampers community: mothers and fathers of babies and toddlers, as well as future mothers and fathers all over Argentina.

The execution was divided into 2 stages: the first was an awareness campaign where we relied on our regular influencers and the Brand’s social media platforms to invite mothers and fathers to participate.

Once that was done and there was enough content ready to be shared, we chose hundreds of participants who had uploaded videos on our platforms (IG & Facebook) to help other mothers and fathers get through the lockdown with their little ones.

We received and shared singing lessons, drawing lessons, yoga for pregnant women, tips on diaper-changing, tips on helping kids fall asleep, and all kinds of other content relevant to the target.

There were 2 weeks during which material could be submitted. We received over 2 thousand videos. The implementation stage of content generated by the users was carried out over a month and a half.

28 million organic impressions

+2000 videos submitted

300 families reached with support

The campaign was covered by over 20 local and foreign media outlets without any investment on our behalf.

And all of this, spending 0% more money than the budget for influencer marketing we had been assigned.