Pampers was losing ground to competitors that nailed messaging on ease and gentleness. Our research revealed that for new moms, nap time is crucial for skin-to-skin contact and bonding. An irritated baby means disrupted naps and stressed parents.
We devised a strategy to connect every Pampers Premium Care Diaper feature to a smoother nap experience for both mom and baby. I crafted the initial strategy, shaped the creative vision, wrote the TVC scripts, and pitched the idea. The result? A series of videos that became Pampers South Africa’s most successful digital campaign, racking up over 23 million YouTube views.
