Campaign details

Brand: Pampers
Brand owner: Procter & Gamble
Lead agency: Saatchi & Saatchi Shanghai
Country: China
Industries: Baby care
Media channels: Online video, Point-of-purchase, in-store, Social media, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Pampers' turnaround in China started with the premise that purpose-led communication can influence short-term sales. A relatively small media budget (USD$600,000), invested over three months (July-September 2018), with the help of a celebrity mum, influencers and key retail partners spreading awareness of Pampers Preemie Diapers Donation Programme, really raised the bar. It showed post-90s mums that Pampers is the one nappy brand that really cares about a baby's development.

The result: an uplift in total brand equity, better sales with key retailers in key commercial periods, and rising market share.

Market background and cultural