feel it to believe
The Challenge
Pampers were launching their new Premium Care diaper into the Hong Kong and Taiwan markets. But previous marketing strategies had failed to convince mothers that the brand was authentic in its claims this was the softest, silkiest diaper they’d ever produced. We needed to let moms decide for themselves.
the idea
Feel It To Believe, a challenge we gave to moms across Hong Kong and Taiwan to try the new diaper for free and share an honest review of the product. And by sharing their reviews and ratings they also unlocked an interactive adventure...That starred their baby.
the results
Not only did we establish an online community that built trust in a product and the brand, but the client’s KPIs were exceeded in the first month of the campaign. In Hong Kong alone, our site received over 92,000+ unique views and more than 41,000+ trial packs were requested. By the end of the campaign, sales of Premium Care diapers had also increased by 10%. But most importantly, moms on average rated the new Pampers Premium Care product 4.9 out of 5 stars and the softest, silkiest diaper they’d ever used.
Note: In total, the campaign captured 450,000+ unique views from moms across Taiwan and Hong Kong and a record 130,000 sample packs were delivered.