FOR EVERY LITTLE BIG MOMENT”: How Pampers Built the #1 Parenting Community in the Benelux 

How do you create real emotional connection with parents — one nappy change, one midnight feed, one baby milestone at a time? 

Since 2012, Pampers has been growing the largest online parenting community in the Benelux. It all began with Belgium’s first branded social media page on ‘The Facebook’. Today, Pampers is an always-on, always-there presence across Facebook, Instagram and TikTok — reaching 75% of Belgian parents with babies aged 0 to 24 months. 

From a local pilot to a global content strategy, Pampers proves that social media marketing for baby brands can be both emotional and effective.

A Strategy That Grows With Your Baby

Pampers’ content is built around key stages of early parenthood, making every post feel personal and relevant. Each phase of a baby’s development is covered through distinct content pillars that offer both support and inspiration: 

All content is tailored for young families and distributed via both organic 
and paid social media campaigns, ensuring Pampers reaches its full 
audience potential.

From the Feed to the Fair

Pampers isn’t just active online — it’s present where parents gather in real life too. From baby fairs to parenting events, we send our social media team on-site to capture high-quality, real-time content that keeps the community engaged and the brand top of mind.

The Power of Influencer Marketing for Parents

Authenticity is key when speaking to modern parents. Pampers collaborates with micro and macro parenting influencers who create engaging, relatable content that builds trust and credibility. These partnerships boost both reach and emotional resonance.

Want to deep-dive into the influencer strategy?
Check out the Pampers Influencer Case

Where Social Meets CRM

Social media is a crucial entry point into the Pampers CRM ecosystem. Conversion-focused posts drive parents to register on the Pampers platform, where they receive age-specific parenting tips and money-saving coupons. This seamless link between social media and customer loyalty makes Pampers a model for CRM success.

Curious how it works behind the scenes?
Explore the Pampers CRM Case

Results: 
Pampers by 
the Numbers 

Facebook followers

11,500 

Audience reach

75% of Belgian parents (0–24 months) 

Engagement rate

Above industry average for the baby care category

Ready to Grow Your Brand’s Social Presence?

Let’s talk about how we can turn your social channels into a thriving, high-converting community — just like Pampers.