ABOUT

The Problem
In 2012 Pampers launched a new Nigerian-made diaper but it did’t meet the exacting standards moms had come to expect from their favourite brand. They felt repeatedly let down over the years and no longer believe anything Pampers have to say.

The Challenge
Nigerian moms were even giving away free samples they would get, so how do we get Pampers Baby-Dry onto moms hands and win back their trust?

The Idea
We invited babies to test Pampers Baby-Dry for real. Babies put Pampers through their paces to test our claim.
The pint-sized panel reveal their verdicts to moms who uploads testimonials, video content and reviews.
Pampers Baby-Dry is better now but don’t just take our word for it.

We invited Nigeria’s moms to become the spokesperson for Pampers but we needed someone to kick-off the conversation, to give it cut through, someone Nigerian mums would trust and relate to – a mum like them.

We selected Nigerian superstar, Tiwa Savage, who was the person for the job and she was expecting her first child. Tiwa would front our campaign and we would reveal her baby Jamil to the world for the first time. So we launched:

#MomsKnowBest

The Results
Over 170,000,000 media impressions.
Voted – Most engaging brand on Youtube in Nigeria in January 2016.
Market shared increased 51%
Shipping increased 46% on year one.