Situation

Pampers was looking for ways to demonstrate its unique commitment to babies and new parents.  The ZiZo Group had a close relationship with a family that just had a premature baby.  With the family’s permission, we approached Pampers with the idea of documenting the family’s experience during this trying time. 

Objective: Pampers wanted to reinforce their commitment to new babies and their families – even in the most difficult times. 

Strategy and Tactics

To capture, firsthand through the eyes of the family, the trials and tribulations of having a premature baby.

We partnered with March of Dimes to link donations to viewership of the series.  We also created a Twitter event with the parents, the brand, and fans that generated over 10,000 tweets in one hour.

Love Comes Early Play Video

RESULTS

  • The baby survived and is healthy
  • The program had a strong impact on brand favorability
  • Pampers owns an evergreen program, which is distributed to parents in preemie wards nationwide.
WATCH OUR VIDEO