Cannes Lions

PAMPERS

MEDIACOM PHILIPPINES, Taguig / PROCTER & GAMBLE / 2011

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Overview

Entries

Credits

Overview

Execution

We created “Play Play Everyday”, a month-long daily morning TV programme that helped bring structured playtime into the home - available to ALL mums and aired before work hours on free-to-air and cable TV.

Each episode featured an activity or game, specially devised by child-development expert Gymboree.Set to a special theme song, they showed an expert and celebrity mum enjoying structured play with their babies and explaining how the different activities nurtured baby development.

And to ensure that mums and babies could enjoy the whole show together, the pair stressed the importance of using Active Baby diapers as it kept their babies’ butts dry for longer playtime.Programmes were promoted on TV, a dedicated Facebook page, in parenting magazine advertorials, and as VOD from the Pampers and iVillage websites, available any time.

Our daily branded content enabled mum and baby to enjoy extended playtime together, at home every day.

Outcome

The programme dramatically increased brand imagery scores:‘Prevents leak/does not leak’ up 43% ‘Recommended by baby care professionals/experts’ up 26% ‘Makes me feel like I am doing my best for baby’ up 113%In terms of real business results, Active Baby shipments hit record levels, with sales indexing at 113 vs pre-campaign. The media value was USD $202,000, with an ROI of 2:1.

Play Play Everyday was so successful that it is being distributed on DVD on pack with Active Baby.

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