Objective
- Build awareness for new Pampers Premium Care and its availability at Walmart
Approach & Strategy
- Ratings & Reviews: SheSpeaks targeted & enlisted members with a child in diapers. Members wrote a review on SheSpeaks.com which were syndicated to Walmart.com.
- Blogger Activation: SheSpeaks targeted & engaged moms with lifestyle blogs to participate. Bloggers received a super pack of diapers and a blogger kit. Bloggers shared their posts on social media using the hashtag #MothersPromise.
- Instagram Giveaway: SheSpeaks hosted a #MothersPromise giveaway that was shared on social media, the SheSpeaks e-mail newsletter. SheSpeaks managed Prize fulfillment
Results
The overall program was effective at increasing all brand metrics.
Purchase intent increased by 11%, recommendation intent increased by 11%, brand favorability increased by 5% and familiarity increased by 4%.