Client: Pampers
Program: Love Comes Early
Program: Love Comes Early
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.
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.
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