Situation

Pampers historically was focused on functional benefits.  The brand realized the need to build a deep emotional connection with new moms and dads.

Objective: Create an online program that was different, disruptive, and dynamic and build an emotional bond with viewers.

Strategy and tactics

We created a docu-drama series following a first time expecting couple’s journey through pregnancy.  The series was structured around key pregnancy milestones so that it was search optimized and usable for many years.

Our distribution strategy included paid syndication, blogger integration, co-promotions with partner sites, and interstitial distribution on DirectTV.

Distribution

  • Paid syndication
  • Blogger program
  • Promotions with partner sites
  • VOD distribution on DirectTV
  • Trailers on Discovery and TLC 
A Parent is Born Play Video

RESULTS

  • Series viewed over 30+ million times
  • Won "Best in Digital" across P&G
  • Won two Telly Awards
  • Reestablished Pampers as an emotional brand.
  • Series leveraged globally
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