Pampers is going digital with their newest campaign “A Parent is Born,” which chronicles the birth of parents. The show focuses on an LA couple anticipating their first child. There are 12 webisodes that detail different aspects of a new parents journey, including “Finding Out the Sex,” to “My Big, Fat, Beautiful Body.” Pampers rarely does digital advertising on a large scale, but the diaper brand wanted to connect with Millennial (Gen Y) moms and they knew their target demographic was online.
The webisodes will run on Pampers.com, YouTube, DirecTV On Demand and TLC. MommyCast, the weekly radio/podcast series, will do a follow up with the couple, once their little one is born. There is no product placement in the videos, and aside from the opening Pampers logo, the webisodes hardly mention or show the Pampers product. Pampers will continue to use TV, print and direct mail to push their product.
For more information on this interesting approach to selling diapers, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i91e05ffd5e045bf1370e789781ff7ef1