| Title | PAMPERS GALLOP |
| Brand | PROCTER & GAMBLE (GUANGZHOU) |
| Product / Service | PAMPERS |
| Category | A02. Consumer Products |
| Entrant | DIGITAS GREATER CHINA Shanghai, CHINA |
| Entrant Company: | DIGITAS GREATER CHINA Shanghai, CHINA |
| Advertising/Web Design Agency: | DIGITAS GREATER CHINA Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Raphael Woo | Digitas Greater China | Account Manager |
| Even Lu | Digitas Greater China | Project Manager |
| Mag Yeung | Digitas Greater China | Senior Account Director |
P&G wanted to leverage the digital channel in new way to create pre-launch excitement and increase product uptake upon launch of their new entry into the premium grade diaper market via the Gallop online campaign. The campaign has been divided into Recruitment phase and Launch phase.The recruitment phase resolved in high, positive numbers of entries, high banner click rates and high eDM open-rate to create pre-launch excitement and demand. The high attendance to the Gallop conferences is also another strong proof point of the success of the recruitment phase and use of the online channel to raise interest among this “affluential” segment.