Pampers Preemies 3.0
Nowadays it becomes harder and harder to capture people’s attention and even more, to truly move them. However, some campaigns make a difference. We are proud to say that the Pampers Preemies campaign differentiated itself as such for a third year in a row. It created an organic word of mouth buzz, awareness and emotional connection to the cause.
Pampers Preemies are the first and only diapers in Bulgaria, specially designed for babies born in the second trimester of pregnancy and with extremely low weight – as of 800 grams. During the last Q of 2020 we executed the third wave of the campaign. Our main aims were to elevate the brand conversation on the next level and actively leverage the product benefit. The benefit of the product itself makes a significant change in the way preterm babies are taken care of in Bulgaria. At the same time, other objectives were to promote the cause-related donation as well as to continue to strike the emotional chord in consumers. In order to communicate the brand message in the best possible way, we organized a fully integrated digital campaign.