Effie Case Study: Swaddlers for the Life of Your Baby

Summary: Pampers Swaddlers are often the first diaper a newborn wears. It’s the No. 1 choice of U.S. hospitals, so it’s introduced to parents from the beginning, creating an instant bond, too. Unfortunately, until last year, Pampers Swaddlers were only available up to size 3, forcing mom to break that bond and find new loyalty in new diapers.The “Swaddlers for the Life of Your Baby” campaign was created to let mom know that she can now buy Swaddlers in sizes 4 and 5, giving her the opportunity to keep her baby in the same diaper from day one into the transitioning days – essentially for the life of her baby.Moms want to keep their babies in Swaddlers because it has special softness designed to comfort a newborn. P&G insights showed moms, especially Millennial moms, longed for that softness and the attributes of the Swaddlers diapers even as kids got older. They had forged an emotional connection to that first diaper that they put on their babies.The strategy was to get awareness out that sizes 4 and 5 are on store shelves, especially Walmart shelves. The campaign used an omnichannel execution, alerting shoppers the moment the brand new sizes shipped to Walmart stores and executed heavy integration along different digital touchpoints on the full path to purchase. “Swaddlers for the Life of Your Baby” messaging hit at these different points on the path to direct mothers to Walmart to reconnect with Pampers Swaddlers. Engagement hit in and out of store.The campaign was considered a win for how it emotionally resonated with Millennial mom shoppers, keeping her in touch longer with the diaper she grew with alongside her baby. The program exceeded every goal set for P&G.

Effie Case Study: Swaddlers for the Life of Your Baby

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