Pampers - Lullaby
Campaign: Lullaby
Brand: Pampers
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing agencies: MEDIACOM, Graffiti PR
Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.
Strategy:
With baby’s sleep being the #1 concern for parents with kids under 3 years old, Pampers demonstrated how it responds to these concerns by turning sleep-related Google searches into the lyrics of a Pampers lullaby.
The execution had for a double effect – while the lullaby melody would help put their baby to sleep, the insightful lyrics reassured parents they don’t need to worry thanks to Pampers’ superior benefit.
Results:
All results exceeded campaign objectives.
TV
Radio
Internet Advertising
Youtube Video
FB Post
FB Post
Other
Banner without sound
