Work That Sets Us Apart

Unlocking family time during the lockdown
The Opportunity
Use Pampers’ social media platforms as a window to encourage parents to spend quality time with their children during the lockdown enforced by the corona virus pandemic.
The Human Lens
COVID-19 had all of us rooted to our homes. But perhaps the biggest impact of being locked indoors was felt by parents with young children. As the young ones get bored quickly and often, parents were finding it difficult to keep them occupied in a productive way. They were running out of ideas to keep their kids engaged. This is where we came to their aid.
How We Shaped Behaviour
We came up with Pampers Pastimes - a 30-day plan of action where each day, we would post a fun and engaging activity on Instagram for both parents and their kids to indulge in. These activities were a mix of games, DIY ideas, arts & crafts etc. In addition, we also organised masterclasses with influencers on the importance of co-parenting, tips & tricks to keep fit and various other topics. All these helped parents to not only enjoy quality time with their kids during the lockdown, but also helped them improve their parenting skills.
The Success Story
A post campaign brand study revealed that we achieved:
  • 370 million Campaign reach
  • 100+ million Engagement
  • 3X engagement over nearest competition during the activity period
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