Pampers: Good Morning Baby

Rahul Upadhyaya, Rajiv Darshi, Latish Nair, Sangram Patil and Shraddha Goje
MediaCom Communications

Campaign details

Brand owner: Proctor & Gamble, India
Agency: MediaCom Communications
Brand: Pampers
Country: India
Industry: Baby care
Media budget (USD): $500k - $1 million
Channels used: Internet - display, Internet - general, Internet - search, Magazines - consumer, Mobile and apps, Newspapers, Social media, Television, Word of mouth and viral

Executive summary

Indian mothers with young babies have traditionally used cloth rather than diapers, and there was a legacy of misperceptions about diapers which had been passed down from generation to generation. Although Procter and Gamble's brand, Pampers, was the Indian market leader in its category, its share was stagnating. This case study describes a campaign to connect new mothers to other mothers who could provide an alternative souce of influence and information from family members and local elders. It describes the use of mobile and social media platforms, and the role played by user content in the forms of songs and lullabies to connect mothers. As evidence of the success of its approach, this paper cites the growth in the brand during the campaign.

Campaign background