Marketing Agencies Association

Client: Pampers

Disciplines: Events

Sectors: FMCG

Pampers World of Babies

As new parents, it’s sometimes hard to know what your baby needs when it comes to growing, sleeping and playing. Wouldn’t it be nice if you could put yourself in their booties?

The Client

For more than 40 years, Pampers has been helping to improve life for babies, toddlers, and the parents who care for them through a complete line of diapers, training pants, and wipes designed for every stage of baby’s development. As many of the researchers at Pampers are parents themselves, they take great care in developing products that benefit both mom and baby, and are committed to making a difference in babies’ lives.

This GLOBE-winning roadshow exceeded all objectives on time and on budget. The 5% rise in market share was a remarkable achievement for a promotion of this kind.”

Katie Penfold, Managing Partner | BEcause

The Challenge

Using award-winning ‘walk-through’ live brand experiences, parents experienced the world from their baby’s perspective in magical over-sized worlds. Inspired by Pampers’ own research, we brought baby insights to life in a memorable and meaningful way.

The Strategy

​Giant toy trains and caterpillars toured key supermarkets and shopping centres nationally, where parents and toddlers could explore imaginative discovery pods. Having won their hearts, turning their minds to buying nappies was then child’s play.

The Solution

Experiential, Shopper and Retail Activation, Communications

The Results

250K+ visitors
70% conversions
75% word of mouth

This campaign has won numerous awards for creative effectiveness, including Best Experience Worldwide (Globes). But most importantly, it got thousands and thousands of mums talking to each other about the experience – and the brand.

Preferred Partners

  • p&mm
  • VCG
  • Forrest Brown
  • Protravel
  • Filmology
  • IYA Studio
  • Paprika Software
  • Pensar
  • Mash
  • 4DPrime
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