Pampers: Grow THrough Dance
SECTOR
FMCG, advertising campaign, SOCIAL MEDIA
MY role
UI designer, ART DIRECTION, creative straegy
THE CHALLENGE
Once babies start dancing, it is a true sign of them growing - they start to explore their world.
The client has challenged us with a product “Silk Pants” launch campaign to scale up Pampers’ revolutionary new S-curve Pants that can make babies unstoppable.
Our prime target audiences are innovative moms with babies from 6-36 months.
THE Insights
True to baby natural behavior:
You dance. I dance. Babies are attracted to other babies. When one of them starts laughing (or crying), the rest follows. It is a special butterfly effect that happens among babies.
True to parents’ digital behaviour:
Innovative parents love to share their babies’ milestones with friends on social platforms. Why? Because parents are always the biggest fans of their own babies. They also have a strong sense of belongings in their own districts. Moms love to join social media or Whatsapp groups that brings all moms within the same district, so that they can join parties nearby, or find out which daycare to go.
THE IDEA: hong kong world of dancing baby
The campaign will start the KOBs (Key Opinion Babies) to lead the “Dancing Baby Movement” - an inter-district competition by tapping into the moms’ tight-knit communities on social platforms. Leveraging moms’ pride in their own district, we drive their excitement to engage as a support to the community. With Pampers’ new product, babies can move freely anytime anywhere. We want parents and babies to explore more dancing spaces. From the new kid-friendly mall nearby to the largest public playground, let’s dance away!
THE EXECuTION: dance Off is now!
Kicking off the campaign at Baby Expo, we drive parents to our campaign site where they can upload and show support to their own district.
How many baby videos do moms have on their mobile? Definitely more than one.
18 districts have been illustrated according to their iconic landmarks.
DANCE.
PLAY.
GROW.
REPEAT.
To create a hub for our users, we have created a campaign site where parents are able to upload their baby dancing videos, redeem trial packs, as well as to educate moms about the product. They are able to select their respective residential district from our illustrated map and upload a photo of their baby dancing at their favourite dancing space in the neighbourhood.
Knowing our target users, they often value every moment they can share with their babies. From wiggly, cradle dances to disco moves, these videos are precious. Not only will we see babies dancing with joy, parents will too be joyful as they capture their baby’s milestones.
To keep the momentum going, we have also created a leaderboard on our website with real-time data. The district with the most submission rate will win VIP tickets and dance their way to an exclusive event, designed for the winning district only.
The campaign website has over 77k visits with over 32k registrations in three months. It has over a thousand video submissions.
Work created for Pampers as a full time employee at SapientRazorfish.