20100 Different Pampers Commercials And Counting
Procter & Gamble
Issue 34 | March 2015
Agency
BBR Saatchi & Saatchi
Creative Team
Creative Director Amir Ariely Digital Creative Director Oded Lavie Copywriters Ronen Levin Silvia Pittzchadza Art Director Shiran Jerochim
Production Team
VP Production/Content Dorit Gvili VP Planning David Kosmin Planner Rachel Friend Producer Alon Shmoelof
Other Credits
CEO Yossi Lubaton VP Group Account Head Hagai Leeran Account Supervisor Lee Bryn Account Executive Vicki Tseitlin
Date
August 2014
Background
For more than a decade Huggies had enjoyed a significant market share lead and an advantage over Pampers in every key brand image parameter as well as in top-of-mind awareness.
Pampers also faced the additional challenge that their target audience, parents with babies, are time-poor and are unwilling to participate in most marketing campaigns.
Idea
The idea was to create a must- have utility that would overcome this high natural resistance.
On their smartphones, most parents had captured photos and videos of their infants but few actually did anything with this content. To Pampers it seemed like lost treasure.
They teamed up with software company Magisto to enable parents to create within moments their own professional, shareable videos.
Magisto was an innovative automatic video-editing app that used artificial intelligence. It selected the best parts of parents' videos, combined them with music and a theme and almost instantly delivered the user a beautiful little video.
Parents could choose Love, Sleep or Play editing styles to create the perfect theme.
They were encouraged to tag their movies with #Pampers. This gave their baby the chance to win a competition to be featured in the next Pampers TV commercial. These tagged movies were also showcased in the Pampers Album on Magisto's site.
Whenever people shared their videos in social media, they were automatically linked to the Pampers microsite.
Results
More than 2,000 movies were tagged with the #Pampers hashtag, and more than 2 million page impressions were achieved on a media budget of zero.
As a result, for the first time in a decade Pampers overtook Huggies in 'top of mind' as well as in several other key image parameters.
Our Thoughts
The problem for a lot of tech innovations is that pretty often no-one knows quite what to do with them. Making little videos from the video I’ve got embedded in my smartphone sounds nice but I need a reason to do it. What the agency team has tapped into here is most parents’ obsession with their little ones. What is so clever is that where I would probably only share my own raw unedited video with close relatives, the edited film, with the music added, becomes something I wouldn’t be embarrassed to share with the world. It is personal but also professional.