The Campaign

In 2008, we created with Pampers the Golden Sleep concept for China, based on research showing babies slept better in Pampers, leading to improved cognitive and physical development. Each year, the client/agency team creates a new Golden Sleep campaign to inform and inspire a new generation of Chinese single-child mums. The hook for the 2011/12 integrated campaign was Sleep Well to be a Dragon, connecting Pampers with the hot topic of China entering the Year of the Dragon via a Guinness World Record-breaking event. The goal: boost sales and brand share by engaging mums with the link between babies 'Golden Sleep' and Pampers' dryness. The event-focused six-month campaign used social media to trigger 220,000 moms to upload photos of their sleeping babies, setting a new world record in January 2012for the biggest lantern dragon, 39m long with 3,000 lanterns decorated with the babies' photos. . Influential mom bloggers and baby care experts brought the Pampers' Golden Sleep brand promise to life, turning moms into advocates. Experts, journalists, opinion leaders and moms talked on Weibo (China's Twitter) about baby sleep, and top Chinese mom bloggers shared Golden Sleep tips and posted photos of their babies. The campaign triggered a double-digit year-on-year increase in sales, and Pampers' share of the highly-competitive China market grew by 1% in value. 307,000,000 impressions were generated across digital and traditional media, including 26 national TV reports and 825 pieces of print coverage, and Pampers' total brand exposure rate was more than 80%.

The Brief

The 'Dragon' Golden Sleep campaign's objectives were: . Build target moms' awareness of the link between babies' 'Golden Sleep' and Pampers' superior dryness. . Support growth in Pampers' sales and market share. Moms in China's Tier 1 cities were the target audience; with their increasing disposable income they will buy the best for their baby. The agency's research uncovered a strong consumer insight: under the one-child policy a Chinese mom is fiercely proud of her baby: she loves sharing examples of her baby's uniqueness and development, and is particularly motivated by official recognition of her baby's achievements.

Results

The campaign engaged target moms, strengthening the link between Pampers and Golden Sleep for Chinese babies: . More than 220,000 uploaded photos of their sleeping babies, breaking the Guinness World Record . 73,737 consumers advocated Pampers on digital platforms (comments and retweets). . 295 moms took part in a key Weibo discussion on babies' sleep, creating 2.6 million PR impressions . Tips/photos from just one key mom blogger were retweeted 15,737 times. . 307,000,000 PR impressions were created including 63,000,000 via digital platforms, with 825 pieces of print coverage and 26 national TV reports totaling 70 minutes. The educational TV program created over one million PR impressions (an hour online and 20 minutes on TV) . Pampers total brand exposure rate was more than 80% . The campaign triggered a double-digit year-on-year increase in sales, and Pampers' share of the highly-competitive diaper market in China grew by 1% in value.

Execution

The campaign was executed to a six-month phased plan integrating events, social media, traditional media, digital platforms and in-store activation: . A kick-off discussion on Weibo (China's Twitter) triggered more than 2,600,000 impressions, with experts, journalists and key opinion makers talking about babies' sleep and new baby sleep research from the World Association of Sleep Medicine. . An in-store and social media campaign recruited more than 220,000 Moms to upload sleeping baby photos to Pampers' website for the world record attempt. . On January 10, 2012, a 39m long, 13m high dragon made of 3,000 lanterns covered with baby photos broke the Guinness World Record in Beijing. . The agency team created a special China Education TV program that educated more than one million moms about Golden Sleep and diaper dryness. . Continuous new content feeds maintained traditional and social media interest throughout the campaign.

The Situation

With China's one-child policy, Pampers has to educate each new generation of mums about its brand equity and product benefits. The Golden Sleep campaign is based on research showing babies sleep better at night in Pampers' disposable diapers, leading to improved cognitive and physical development: a priority for Chinese moms. For the fourth Golden Sleep program in 2011/12, the client & agency team built on the success of previous campaigns to engage moms across China through social, digital and traditional media platforms leveraging a strong mum-to-mum online community in China, with backing from baby care experts and the Chinese government.

The Strategy

A four-part strategy: 1. Connect the Golden Sleep campaign with China's hot 2012 topic - the Year of the Dragon, believed to be auspicious for babies 2. Engage hundreds of thousands of consumer moms in a world record bid to create the world's longest lantern dragon, appealing to the core insight that moms crave official recognition of their babies' achievements. 3. Provide new talking points for influential mom bloggers and babycare experts, bringing Pampers' Golden Sleep brand promise to life, turning moms into advocates 4. Leverage new research from the World Association of Sleep Medicine on the importance of baby sleep