Pampers Positive

Baby-care brand Pampers launched an integrated campaign to support Vietnamese mothers and challenge common parenting myths.

Campaign details

Brand: PampersBrand owner: Procter & GambleLead agency: Leo Burnett Vietnam, Saatchi & Saatchi Vietnam, MSL Group Vietnam Contributing agencies: Saatchi & Saatchi Singapore, OneP&G Digital Lab SingaporeCountry: VietnamIndustries: Baby careMedia channels: Content marketing, Online display, Public relations, Social media, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

Our case study shows how Pampers grew share after three years of consistent decline by bringing out the best side of social networks – to get a crowd to support a new idea.

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