Situation

Pampers was looking to refresh their online content and connect with both English-speaking and Spanish-speaking families.

Objective: Create cost-effective, evergreen content while increasing brand favorability and purchase intent.

Strategy and Tactics

We produced ‘Welcome to Parenthood,’ a 14-episode online series that followed three separate families.  We cast one of the three families Hispanic and produced all of the videos in both English and Spanish with subtitles.

We created a complete distribution strategy that involved seeding the content on partner sites, series reviews from a core group of “mommy bloggers,” and teaming up with DirecTV to distribute the series on VOD.

Welcome to Parenthood Play Video

RESULTS

  • Received 20+ million views within the first three months of launch.
  • 15% increase in brand favorability.
  • 10% increase in purchase intent. 
  • Content continues to live on Pampers’ YouTube channel.
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