Pampers: Digital transformation

Pampers, a baby care brand, increased return on ad spend with its campaigns in Vietnam by using precision targeting and first- and third-party data to improve reach accuracy.

Campaign details

Brand: P&GLead Agency: Mediacom VietnamRegion: APAC

Strategy

Objective

Pampers is a distanced 3rd player in Vietnam Baby-care Market; and which SOVs is far left behind by our competitors & has been on constant decline for the past 5 years. In addition, Covid has worsted the situation, for the first time ever in the past 10 years, the category is on the double-digit declining trend in 2020, which push our competitors to double down their inputs on media spend with hope to harness category decline.

This leave Pampers in a difficult position of how...

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