Categories Name : Enabling Technologies

Sub-Category : Data/Insights

Entry Name (Campaign) : Data, Diapers, and Digital: How Pampers Revolutionized Baby Care Marketing

Results

Pampers Premium Care redefined baby care marketing through a data-driven campaign that leveraged P&G’s Customer Data Platform (CDP) to connect with discerning mothers. The campaign’s success hinged on precise audience segmentation, targeted trials, and strategic partnerships. Pampers gathered valuable data through a hospital trials program and a partnership with Firstcry, which provided first-party data on affluent parents. This data was segmented within the P&G CDP, allowing Pampers to create customized audience segments based on the child’s life stage. This segmentation enabled the delivery of highly personalized messaging tailored to specific consumer needs. For instance, mothers in the 0-6 month cohort, who were most inclined toward product trials, received messaging that resonated with their unique preferences and behaviors. The comprehensive insights were further enriched by a custom tracking app installed on 1,000 respondents’ devices, capturing real-time data on media behavior, ad interactions, and shopping habits. Pampers used this integrated data to optimize its media strategy, focusing on high-impact platforms like YouTube and Instagram while strategically avoiding low-engagement periods. The results were outstanding: • Pampers Premium Care grew by 37% year-on-year. • User Brand Awareness (UBA) scores increased by 20%. • YouTube View-Through Rates (VTR) exceeded 50% for a 141-second video. • Click-Through Rates (CTR) on rewarded gaming campaigns hit 3%, with an 85% completion rate. This campaign exemplifies the power of data-driven segmentation, strategic partnerships, and personalized messaging in driving brand success.