A social media and e-commerce campaign marketed the Pampers Pororo diapers to Vietnamese mothers in the summertime.
Objective:
Pampers has seen impressive growth through a shift into digitization and making digital a key pillar of business transformation. However, Pampers was still behind the market leaders and would need to continue with innovative solutions to drive growth. Pampers decided to focus on the seasonality of summer to drive growth and bring in an innovative product with Pororo design. The objective was to drive Pampers trial and engagement by leveraging Pororo's strong Vietnamese following to create disruptive new news around Pampers Vietnam's first limited-edition character design.
Target Audience:
The target audience for Pampers were moms with kids of 0-3 years old. They are looking for the best for their kids and are tuned into new trends in the market. They are also researching on the internet for all things that are needed for baby care – and video reviews is one of the strongest platforms for them to know about brands (22 percent of moms got to know of brands from videos). Also, one of the top trending platforms among the moms is TikTok, with 25 percent being using TikTok. They are also heavy online shoppers with more than 60 percent of them shopping online.
Creative Strategy:
In summer, due to heat and sweating, diaper consumption goes up as diapers need to be changed more frequently. Also, the heat and sweating create discomfort to babies leading to diaper rashes that makes them crankier which in turn also creates stress for moms. Pampers tried to leverage this insight to drive home the benefit of its anti-sag summer comfort diapers with the limited-edition summer Pororo design. Pampers come with high quality leakage protection and less sag dry which allows kids to play and explore freely without any discomfort. On top of that the brand introduced the Pororo cuteness sticker as a limited-edition summer design and came up with the idea of how babies can have a joyful summer with Pampers Pororo diapers. To communicate the happiness of the babies, Pampers wanted to showcase the joyful moves of the babies with the new Pororo Pampers and how that also lifts the moods of the moms seeing their babies smiling and happy.
The campaign's main activity was a dancing contest, that would feature the mom and the baby in Pampers Pororo limited-edition diapers, that would demonstrate the ability of Pampers to keep babies in a joyful mood even during the heat and sweat of summer.
Context:
This campaign is the step-up to Pamper's digital transformation journey that started a year ago. With the category having two competitors ahead of Pampers and with much bigger budgets, it was imperative for the brand to look at new trends and leverage new platforms. With the rise of online shopping post-Covid, as well as the meteoric rise of TikTok, the brand decided to leverage the behavior of "shoppertainment" to drive the growth of Pampers especially during the summer season with the Pororo design.
Overall Campaign Execution:
The campaign launched with two videos with different objectives of user intention and functional benefits. Video ad sequencing was applied for this campaign. It started with a music video of dancing tutorials of Pororo to build contest awareness and educate moms on the product benefit of Pampers with a user intention approach, then driving mothers to the Shopee site for purchase. The contest was done with TikTok as one of the main platforms and all assets drove CTA to the Pampers store in marketplaces, thus driving the "shoppertainment" of moms. The brand hosted a hashtag challenge branded mission campaign on TikTok to maximize the viral dancing contest of Pampers with Pororo.
The brand also collaborated with moms and TikTok dancers (Giang Oi, Van Trang, Thung Long family) to raise awareness and celebrate the dancing challenge, adding credibility to the audience. These key opinion leaders (KOLs) formed a key part of the campaign as they started off the hashtag challenges with their dance moves and asked their huge followers to do the same. They also demonstrated how Pampers could be bought through the branded official stores in marketplaces, driving purchases along with entertainment. This was to leverage the new behavior of moms to conduct online shopping which also included entertainment as a part of it.
Mobile Execution:
The target audience, moms with newborns to three year olds, had a high affinity towards both online shopping as well as entertainment content through video on YouTube and TikTok. Because of this, the brand decided to leverage the new trend of "shoppertainment" to drive the sales of Pampers during the high summer season with the use of entertaining content. With that in mind, the brand used mobile platforms like TikTok and drove KOL activations on mobile through Facebook. Also, Facebook Collaborative Performance Advertising Solutions (CPAS) focused on mobile was a key success driver.
Pampers has seen impressive growth through a shift into digitization and making digital a key pillar of business transformation. However, Pampers was still behind the market leaders and would need to continue with innovative solutions to drive growth. Innovative platforms were also needed, as the larger competitors outspent Pampers on traditional channels.
The campaign showed an outstanding result by delivering two times performance versus competitors on the hashtag challenge and a significantly improved conversion rate which led to increased sales volume. Fifty percent of moms (4.3 million) were reached with higher frequency, leading to a lift in ad recall by 182 percent index versus benchmark.
Shopee delivered 117 percent target gross merchandise value (GMV), a strong purchase intention for Pampers with this new initiative. Through the TikTok campaign, the brand gained up-lift across ad recall, brand association and purchase intent.
"Shoppertainment" is here to stay in Vietnam and provides a platform for challenger brands looking to make a dent in the category hegemony. It needs the right mix of entertainment, media amplification and influencer push, along with a strong call to action providing a seamless experience. As TikTok and content creators grow, and online purchase becomes ubiquitous, brands will be focusing on "shoppertainment" as a key pillar for driving campaign success.
