Campaign details
Brand: PampersBrand owner: Procter & GambleLead agency: Saatchi & Saatchi ShanghaiCountry: ChinaIndustries: Baby careMedia channels: Online video, Point-of-purchase, in-store, Social media, Word of mouth, influencersBudget: 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...