Pampers: The Ichiban Experience
SECTOR
FMCG, advertising campaign, SOCIAL MEDIA
MY role
designer, ART DIRECTION, Facebook ads
THE CHALLENGE
Pampers has a new nappies launch - “Ichiban” (”Number 1” in Japanese). Among all the different brands, Pampers new product is Japan Hospital’s #1 choice and is in its highest quality made in and imported from Japan. It also has a new technology upgrade.
The client has provided us with traditional assets and user-generated contents and wanted a creative touch to it for its social campaign in both Hong Kong and Taiwan.
THE IDEA
The social campaign rolled out along with a website landing page for parents to redeem trial packages and write their reviews. We have also launched a rewards program for friends referral, and a reward system for parents to earn points and offers.
To tease the launch, the social campaign started with a series of canvas ads and video posts with strong storytelling elements to emphasize product benefits and showcase endorsements and testimonials.
THE EXECuTION
Vertical videos were produced not only to outperform the traditional square/landscape video posts, but they were also composed in a non-traditional way to complement the provided assets (for example video scroll movement from the bottom). The social campaign teaser uses Japanese comic/anime style to sync with its Japanese-made proposition.
The Facebook video ads also emphasise the features of the new product line while incorporating user-generated contents and reviews our users (Pampers moms). Other than that, the video animations play with users’ behavior of scrolling/viewing on the Facebook platform.
Work created for Pampers as a full time employee at SapientRazorfish.