Through magazines, emails, and in-store messaging, we invited mothers to put Pampers’ claim of better sleep to the test. Mothers who took the challenge and attested to Pampers’ effectiveness submitted photographs of their baby sleeping blissfully in Pampers. We featured the 5,016 photographs on a giant wall erected in Central Park, one of Indonesia’s largest parenting malls. Our massive wall led from the entrance of the mall to a central stage, which hosted a free Pampers sleep symposium.

We also partnered with Cosmopolitan FM radio station to invite listeners to attend our seminars. Events featured pediatrician lectures on baby development and sleeping habits, and were glammed up by celebrity attendees. The record-breaking event was filmed and broadcast on SCTV, furthering our reach.

Additionally, our Pampers ambassador and her son were featured in Parents Indonesia, along with spreads showcasing 100 babies from the wall, provided by the magazine free-of-charge.

Our Pampers Giant Wall of Sleep broke the Muri Record for most photographs on a wall. The event received free coverage on national television and in 14 magazines, worth over RP105,000,000. Our supporting TVC earned the highest cut-through and motivation scores compared to all earlier Pampers commercials. Most importantly, overall sales rose by 550% in the month that this campaign ran. Pampers’ most expensive diaper variant achieved its highest market share and attained the highest percentage share amongst all competitor diapers in the segment. Overall, Pampers gained a 1.3 increase in value share points during this period.