PAMPERS - "BUMS DON'T LIE"

TitlePAMPERS - "BUMS DON'T LIE"
ClientP&G INDIA
Product / ServicePAMPERS INDIA
CategoryA02. Other FMCG
EntrantMEDIACOM Mumbai, INDIA
Idea Creation MEDIACOM Mumbai, INDIA
Media Placement MEDIACOM Mumbai, INDIA

The Campaign

Consumer Insight “Paradoxical Reality” – Cloth nappies are safe and hygienic, diapers cause infections and stunt baby’s overall growth. Category Insight - Lack of access to a professional health care expert who could challenge the rudimentary thinking and thereby change the fate of millions of babies at risk due to unhygienic practices. INSTEAD OF TALKING DIAPER VS NAPPY SUPERIORITY, WE RE-FRAMED THE CONVERSATIONS TO BABY’S GROWTH AND DEVELOPMENT. We knew that breaking age old habits and myths demanded a dialogue with the most trusted influencer (Pediatrician) and this could only be achieved in a one on one connect, convincing the stake holders with the right argument. So instead of taking the mothers to pediatricians, we got the pediatrician to the mothers and launched India’s first “Pediatrician led workshop on Infant care” To get the best pediatricians and ensure message credibility, Pampers tied up with top Media houses in each market.

The Brief

On ground - $ 200,000 Print - $ 200,000 Along with this, we got paid media space worth $ 25,000 as a value add in the form of Editorials and Testimonials.

Creative Execution

The campaign was rolled out in 33 districts, reaching out to 70% of the Target Audience. The campaign was rolled out in 3 phases – Phase 1: Create awareness about Pamper’s initiative on Infant hygiene To drive participation and invite moms for the workshop, 35-40 district specific call to action ads were published on the front page 4-5 days before the workshop. Phase 2: Pediatrician led workshops 25000 moms were educated via 30+ workshops conducted across the two states over a period of 6 months. The Workshop had 3 critical legs – 1) Talk by the pediatrician on holistic baby care regime. 2) Product demo - showing superior absorption of a diaper. Free samples were given to generate trials. 3) Q&A session - with the pediatrician to break myths. Phase 3: Driving Credibility To drive credibility, testimonials of mothers/mothers-in-law who attended the workshop were published post the event.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 5 million happy and healthy babies post the campaign. Category • Diaper penetration up by 5 points vs year ago, which was huge considering it was stagnant for so many years. • Diaper category saw a phenomenal growth of 28% vs year ago. Pampers • Pampers sales went up an incredible 47% in West Bengal and 34% in Andhra Pradesh vs year ago. • The top of mind awareness for Pampers went up by 5 points in West Bengal and 8 points in Andhra Pradesh.

Explain why the method of promotion was most relevant to the product or service

There are many myths in India surrounding diapering and one of the major one is “Cloth nappies are better than diapers”. As media experts, we knew that one-way communication via mass media was not enough for breaking this myth. We therefore launched India’s first “Pediatrician led workshop on infant care”. This was the largest On-ground event done by a baby care brand in India, which saw a direct participation from more than 25000 mothers across 33 districts.

Target Audience - Decision Maker- Moms of 0-2-year old Influencer 1- The Pediatrician Only next in importance to God, for the new mom. His word is the gospel truth Influencer 2- The Mother in Law who is looked-up to for all baby care concerns/ issues owing to her expertise. Approach - We followed the 3 pillars of success – 1) Pediatrician led workshop Moms were invited for a workshop to get all their queries addressed in a one on one session with the leading Pediatrician. 2) Driving last mile closure Pampers tied up with the local Government organizations who had access to households at a grass root level. Their rapport with individual household was leveraged to ensure long-term message dissemination. 3) Creating Awareness through Print All this was supported by a high frequency Print campaign to ensure 100% message comprehension of the myth bursting content.

Credits

Name Company Position
Rituraj Dasgupta, Christopher Anandabazar Patrika, Eenadu National Head