Pampers is the leader of the diaper category, but up against stiff competition, it was time to re-establish the high ground as a brand that would do anything to make the world better for babies. We launched with a rewrite of the famous American Lullaby "Hush Little Baby". Then we asked people what they would do to make the world #betterforbaby and made many of those wishes come true, creating a virtuous circle for the brand. Purchase intent went up 24.8%, a new benchmark for online video according to Google.
Hush Little Baby
Luvs "First Kid / Second Kid"
A few years ago when the Luvs brand was struggling and facing the threat of being eliminated from Walmart, we looked into the data to better understand who was still buying Luvs, and why. Turns out a vast majority were second time moms, and they weren't just buying them because they were cheap. They were buying them because they felt they knew better than to spend a fortune on diapers now that they had their second kid.
Luvs "Will it Leak"
People buy Luvs for one simple reason, to stop leaks. But blue goo demos are boring. So we created “Will it Leak”, a series of shorts built for social and online video. On average, viewers watched three entire films at point of purchase on Amazon. 11 million views in total in the first few weeks after launch.