Although 80% of hospitals start newborns in Pampers as their first diapers, and despite Pampers being the most trusted diaper brand by both moms and experts, many parents switch to less expensive brands as they realize that their baby isn’t as fragile as they thought. To ensure that these parents continued thinking of themselves as “Pampers Parents,” we needed to do one thing: Cultivate loyalty so strong that it out-values our competitors’ lower prices.
Between downloading the latest pregnancy apps and buying the trendiest parenting books, first-time parents subscribe to all of the baby-related emails they can find. For millions of these parents, Pampers is one of those programs. The only problem is that all of these emails contain essentially the same developmental information — the only discernable difference is how it's presented. This sea of sameness at one of the most emotional times in a person's life was a huge opportunity for an iconic brand like Pampers to stand out while cementing customer loyalty… If we could get the brand to try something different.
We wanted Pampers to be the emails you actually look forward to getting. We wanted them to be worth subscribing to. So, we rejected the industry standard of simply distributing newsletter-style content synced to your baby's age (or worse… spammy coupon bombing) and we put parenting insights front and center — beautifully designed and thoughtfully written. Emails were no longer generic direct mail clickbait, they were a highly emotional, reader-centric story that grew along with you. We reimagined email as social media, but more personal. We made it Deep Social.
ADDITIONAL CREDITS: Keith Haun (Art Direction), Scott Danielson (Copywriter), David Schlosser (Creative Oversight), Coleen Reid (Design), Lauren Hayes (Design), Rachel Kirkwood (Copy)