New parents and newer investment models

The Client. P&G
The Category. Baby Care
The Brand. Pampers
The Market. APAC . Design Market. India 

The Issue. Despite more than three times the media spends of its main competitor, Pampers registered slower growth than all of them. It was the market leader, for sure, but its growth was slowing year on year.
 
The Problem to Solve: From the new mom’s perspective, when it came to Pampers, the issue was lack of relevance despite high awareness. High awareness achieved at the start of the path to purchase dropped at the consideration & engagement phase & didn’t lead to conversion at the POS. 
 
The Solution. A digital and mobile forward communications plan was developed on the foundations of being of real utility to moms. Receptivity work with New Moms examined every connection of consequence - from extended family, to play schools, to other moms, online research and connections, in store influences - and all media touch points, to understand her behavior and what it takes to change behavior and get them to choose Pampers.
 
Connections that Matter 

• Mobile is the Modern Day Pacifier. Despite the fact that mums and dads were mobile both in their media choice and behavior, the brand until now had not prioritized designing for a mobile environment. The content was largely push messaging with promotions, discounts, in complete contrast to the way these new parents used the mobile device – as a modern day pacifier – to educate, entertain and occupy the child. The recommendation included shifting spends to mobile and towards pull based  content solutions that enriched parent child interaction.
• Moms trust their Momtourage – the other moms who are in the trenches with her. This insight informed and influenced social strategy of connecting moms to the opinions of other moms like her, to KOLs and to parenting experts they could associate with.
• When it came to TV, the medium with the highest investments, it was interesting to observe that new moms ‘caught’ it versus ‘watched it’. TV worked more as a radio than a visual medium, highlighting the importance of audio versus the predominantly visual cues to drive brand affinity and relevance. Recommendation included shifting spends from only driving reach to building relevance. TV was still used to drive broad reach but with stronger audio cues and link to digital experiences that educated, entertained and engaged the new moms. 

 
The Result? Pampers doubled their mobile investment in India & fast tracked designing all work for a digital and mobile enabled ecosystem – ultimately resulting in accelerated growth with differently optimized spends. Straddling Paid, Owned, Earned Media, the integrated experience solution, changed the way content was designed from being mobile optimized to being mobile centric, influenced creative development, and drove focus to socializing stories of ‘real moms’ and their experiences to drive relevance, and giving Pampers more bang for every buck spent.