Brief Explanation

India “produces the largest number of babies” but consumes very few diapers. Why? New mothers in India, led by their parents and in-laws, believe that traditional products (read cloth) are better than diapers. Pampers wanted to change this mindset. We used the insight - “New Mothers love to talk to other new mothers about their babies and love to exchange baby care tips with each other” - to come up with a solution for Pampers. We used mothers who use diapers to influence and change the mindset of mothers who don’t by initiating a dialogue between them. To enable conversations between mothers we created India’s first mobile voice based social platform, which helped brings new mothers together. Mothers became a part of this community by just giving a “missed call” (a blank call) to 096997 96997. WE CREATED INDIA’S FIRST VOICE BASED SOCIAL-MEDIA PLATFORM ON MOBILE. “Good Morning Baby” provided a platform where new-mothers could have conversations with other mothers LIVE, in REAL TIME. A mother just had to give a missed call (blank call) on 096997 96997. The platform called her back and automatically connected her to any other mother who was online and who spoke the same language. This enabled free and easy access. 096997 96997 was promoted across different touch points accessed by mothers. TV spots promoting the number gave us the desired reach to build the awareness of the programme. Print creative was developed with conversions that were happening on the mobile platform. Recorded real stories (with the permission of the mothers) from the “Good Morning Baby” platform were used as content on other media to promote the platform. The platform became a credible 24x7 source of information on baby-care and helped change mind-sets among new mothers. Results : •The platform received a total of 68733 missed calls in 4 weeks •8549 mothers registered to co-create and start the social movement •The platform had a very high revisit rate… on average every registered mother called in 6 times •7189 happy “Good Morning Baby” moments were shared on the mobile platform by simply giving a missed call •Mothers sang 3709 songs/lullaby & shared 11460 songs with other mothers on this platform •Sales increased by 3 percentage points over 4 weeks of activity