29
+15%
13,035 $m
FMCG
Pampers is Procter & Gamble’s first USD $10 billion mega-brand, serving more than 35 million babies in more than 100 countries. Having invented the disposable diaper/nappy category, it endures and dominates its market, focusing on offering parents support and connecting with consumers on an emotional level that goes deeper than its product line. With more than 1.7 million likes on its Facebook page, the brand offers advice from mothers and encourages followers to share stories about their babies and families, personalizing the experience with Pampers through social media engagement. In the summer of 2013 the brand launched a campaign inviting parents to share photos on Facebook of how their babies experience love, sleep, and play. Pampers was the first brand to bring “mommy bloggers” to P&G headquarters to share tips with parents around the world. Support and advice is also featured on the brand’s website, which has an entire section of helpful insights on parenting topics including baby names, breastfeeding, and diaper rash. In 2012, Pampers teamed up with Jennifer Hudson, who recorded a rendition of Lullaby and Goodnight that was available for free download on its Facebook page. Not only does Pampers connect with parents of young children, it also offers a week-by-week pregnancy guide. Connecting across touchpoints, the iconic brand continues to earn loyalty with the world’s consumers.