Pampers, the world's No. 1 diaper brand, developed an event with the aim of strengthening its emotional connection with parents and families.
The challenge was to design an event that would connect emotionally with parents and families, conveying the values of trust and protection that Pampers represents, while also generating memorable communication in a saturated market where standing out is not easy.
STRATEGY
AJ's Brand PR and Influencer Marketing team developed a communication strategy based on storytelling that reinforced Pampers' role as an essential ally for families during the first 1,000 days of a baby's life and generated talkability about the importance of these days.
This gave rise to the slogan #PampersTuAliadoDeConfianza (Pampers, your trusted ally) with the aim of unifying the message and amplifying its impact across all digital activations and collaborations with influencers.
The AJ Production team organized an immersive event, with stands and activities for babies and families, as well as a talk with a pediatrician to provide professional information on how crucial the first 1,000 days are.
The entire production, planning, and communication of the event came to life thanks to the strategic selection of guests by the Influencer Marketing team, who generated conversation by creating emotional content for Instagram and TikTok.
A key component was the briefing process to achieve highly viral posts that were consistent with each other and conveyed the cross-cutting concept in a consistent manner. Partnerships with media outlets aligned with Pampers' target audience were also activated, achieving coverage in digital and traditional press.
