Procter & Gamble: digital baby steps for Pampers
The arrival of a baby causes a lot of change and uncertainty for parents. So, for them, a reliable source that offers them all the info they need is not only useful, but also necessary. Pampers wants to be there for them every step of the way. From pregnancy to raising a toddler.
In 2010, we created an omni-channel approach and a thorough CRM strategy. Since then, we’ve been reaching out to millions of parents across 7 countries through social media, websites, events, email campaigns and more.
Ad-hoc & automated emails
To make finding the right info as easy as possible, parents can subscribe to Pampers emails. If they sign up, everything they need – from info to discounts - gets sent straight to their mailbox. We create and send out both ad-hoc emails and automated emails.
Ad-hoc emails get sent out at specific moments in time (e.g. Christmas, Father's day, new product promotions…) Automated emails go out on an ongoing basis and follow the different stages in the development of your baby.
Pampers socials
To reach even more parents, we’ve also set up a social media strategy for Pampers. By creating 15 touchpoints a month, we can make sure Pampers stays top of mind. These 15 touchpoints can be spread over a few content pillars. While we’re telling parents about Pampers’ new innovations and products in the pillar ‘Pampers Manifesto’, we’re sharing tips about parenthood, pregnancy and newborn babies in the pillar ‘Tips & Tricks’. Additionally, we share user generated content and reels, stories and feedposts to build the Pampers community.
The right parents at the right time
Of course, we want to make sure the right information reaches the right parents at the right time. A parent with a two-year-old doesn’t need pregnancy tips. That's why we examine the data from both the Pampers website and the Pampers emails we send out.
For the Pampers website, we research who visitors are and how long they spend on which part of the website. The data from the emails on the other hand tells us which topics are read most often and at what time those emails are most often opened. Based on all that data, we set up different categories within the Pampers target group and for each category, we draft emails around different themes. This way, each parent gets information and updates that are relevant to them.
Finally, we collect and investigate data on social media as well. This way, we can target specific social media ads to specific audiences. Think about parents with newborns, toddlers and more.
At this point in time, our online strategies reach 68% of all moms across Europe and more than 86 million emails have been sent.