By converting a traditional medium into a baby-focused advice and retail channel, we gave China’s time-pressured moms a full-time, on-demand resource for learning precious facts about her baby’s development, getting perspective and purchasing diapers. Pampers transformed a television channel into a 24-hour home shopping network and CRM channel designed to alleviate the burdens of China’s Achievement Moms. The custom content was fortified by direct mail catalogues, broadband replays and online consumer product reviews.

Not only did we gain our Achievement Mom’s engagement, but we earned her trust. Sales increased +20% vs. target, shipments increased by 182%, and volume share increased 3 times faster than other television markets. Our client applauded us for creating a new marketing model and renewed the program for 2008.

Knowing that downtime is precious and moms trust other moms the most, we crafted content that focused on shared baby experiences. The programs featured “seasoned” moms talking to other moms about the joys and frustrations of caring for a baby. Moms were able to view playbacks, post/read user experiences and purchase Pampers online. Women found in the network a trusted friend, one that was always available and profoundly resourceful.

Achievement women are new moms who don’t have time for leisurely television viewing or shopping. Achievement Moms are also the first generation of China’s one-child policy. As only daughters, they do not enjoy the sister-to-sister support system of their mothers’ generation. Instead, they look to other moms for advice and guidance. They seek solutions that deliver convenience and relevant information. Our consumer wants to make good choices for her baby and regain control of her busy life.