CHALLENGE

Create a purpose-based Movement and digital strategy to build a community of mom’s across the US and the world. Reinvent the customer journey for Pampers across all digital and social platforms to better resonate with Millennial moms. Launch the thinnest diaper ever without pissing moms off.

SOLUTION

Developed the largest community of social moms (6 Million) and built them as a force for baby development quickly ahead of the launch of Pampers Cruisers. We ignited a Movement to improve baby development and positioned Cruisers as the world’s first high performance diaper.

Redesigned Pampers.com, created suite of apps including the Hello Baby Pregnancy Calendar and developed a steady stream of social content, including videos, stories, blog posts, and recipes for new Millennial moms.