An overarching engagement strategy designed to give Pampers a cohesive voice with concepts that inspire interaction and foster community.

The Power.

Of Joyning.

Together.

Problem

Pampers focuses on quality, packaging and delivery to differentiate itself from its competitors. Price is not reduced to increase the demand for its products. Due to its excellent quality, its customers don't mind to pay a price to buy its products although it is not priced at a premium. Pampers is based on the traditional persuasion of persuading first-time mothers. They represent the brand's biggest growth opportunity because they tend to be more stressed and will buy the most expensive diapers. In addition, parents will be loyal to their baby care products during the first years of growing up.

Solution

The idea is summed up in one simple word: Joyning. With this as a central theme, we developed specific campaigns, tools and applications. We built tangible results: Pampers became the #1 baby care brand on Facebook, growing from 4,000 to 500,000 followers in less than a year. P&G voted Pampers the leading social marketing brand in their portfolio of 300 products. More than 75,000 mums across Europe engaged in a single campaign (Love Without Limits). Pampers won Best Digital Programme at the Global Brand Building Awards. Pampers has become the largest brand of P&G and one of the fastest growing brands with annual revenue of over $ 10 billion.