Pampers Program Supports Hispanic Mothers

Cincinnati — Procter & Gamble created its Madrinas Network, an online and sampling program through its Pampers diaper brand, to address the needs of Hispanic parents. Part of the Pampers "Every Little Miracle" ("Milagros") campaign, Tricia Higgins, external relations manager for Pampers, says the program is about "connecting with Hispanic parents around the idea that Pampers believes every baby is a miracle."P&G supported the campaign, which ran from December 2010 through April, with a dedicated Facebook page for the Madrinas Network. Consumers could visit the site to opt in to receive tips on baby development via email or mobile messaging. Higgins says the Facebook site featured the brand's Hispanic spokeswoman, Barbara Bermudo (a Spanish-language TV newscaster), and a sweepstakes to win a $5,000 grant for college. A Pampers truck made its way to various events and retail locations for sampling and coupons in the Los Angeles area. The truck distributed samples of Pampers diapers, baby care information, product coupons and material directing shoppers to the Madrinas Network Facebook page. Higgins says P&G based the campaign on its own insights into Hispanic consumers in the U.S. Prior to the rollout, but not specific to this campaign, she notes, Pampers had studied how parents think about and want to engage in topics about their babies. "It's basically the understanding that no matter how parents become parents or how they parent – with family nearby or far away – every baby is a little miracle to celebrate, support and protect," she says. "These learnings have helped us figure out the best ways to connect with consumers, online and offline, general market and USH [United States Hispanic], in ways most relevant to them." The gathering of these insights came from experience, says Higgins. "Our experience in talking to USH parents for many years as well as our experience with general consumer research, connections via social media, and our expertise on baby development really helped to guide our thinking on this campaign."The program engages the target Hispanic mother before she enters the store. "We know Hispanic moms often treat visits to the store as an outing, so providing an interactive experience with her before she enters the store provides an opportunity to share our product and give her valuable coupons," says Higgins. "We know that all parents like to talk about, share with and learn from other parents."Key partners in the Pampers Every Little Miracle campaign included: Conill, Miami (agency); Saatchi & Saatchi, New York (TV and advertising); PainePR, Los Angeles (public relations); and Strawberry Frog, New York (digital).

Pampers Program Supports Hispanic Mothers

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