MediaCom Romania - Pampers: turning consumer engagement into online sales

Category: Best Performance Campaign

Client: P&G

Year / Domain / Status: 2014 / Fmcg / Participant

Strategy description:

Pampers “end-to-end” digital ecosystem is built around its Facebook page, website & Youtube channel and engages a community of more than 80% of Romanian moms (with babies ages 0-2). The objective was to effectively connect these engaged consumers to the digital point of sale and double e-business in one year. We focused on 2 key strategies: 1) WHERE TO PLAY: to win with the winning channel & customer, we partnered with Romania’s largest e-retailer (eMAG) 2) HOW TO WIN: a. Secure the fundamentals via an “always-on” approach, transferring the offline marketing “know-how” and deep consumer understanding into online retail: • Right product assortment & pricing • Intuitive category navigation build on Pampers weight ranges as category prototype • Equity-building eContent communicating superior product performance • “Buy Now” call-to-action across Pampers digital ecosystem & iMedia campaigns • On-going Google Search strategy to drive awareness of product availability in e-Commerce & top ranking in Google search results b. Drive excitement & buzz around Pampers availability in ecommerce via leveraging eWHO media consumption habits & path-to-purchase and seasonal receptivity moments (Christmas & Easter), when all moms stock on diapers.

Execution:

By extending our deep WHO understanding from the traditional retail shopper to the new, more complex, multi-channel e-shopper, the key opportunity we identified was winning with consumers at the Zero Moment of Truth, as well as at First Moment of Truth. We needed to show up in the right place, often and with the right content, throughout their digital decision-making process. Moreover, we wanted to turn ecommerce into a new brand building tool, enabling us to better target, engage & build relationships with our consumers, while leveraging Pampers strong emotional equity. We developed a campaign focused on driving diapers & wipes sales, while rewarding consumers with highly relevant prizes: “Buy Pampers diapers & wipes and you can win 6 months of Pampers protection for your little one” (4-week activation with 3 weekly prizes consisting of Pampers supply for 6 months). Key executions of the Nov-Dec’13 campaign: • Standard & expandable display and iVideo: on best affinity & reach potential websites (parenting & women lifestyle) • Branding on e-retailer’s website: homepage banner, category branding & customized product page • eCRM campaign to e-retailer’s database: banner in general eMAG newsletter (one insert/week), dedicated campaign newsletter to baby category shoppers, retargeting diapers shoppers with campaign call-to-action • “Buy-Now” functionality on Pampers website & Facebook page • Facebook posts on Pampers & eMAG pages engaging moms to participate in the campaign Key executions of the April’14 campaign: Learning from the previous activation, we included 3 additional elements, while maintaining the best performing executions from Nov-Dec’13: • Performance media campaign via Google Display Network & Facebook marketplace ads using mixed targeting options based on interests (parenting, baby care, baby food, hygiene), topics (pregnancy, maternity, child care), context (baby care-related content). This component was tracked in eMAG’s Google Analytics and optimized for performance delivery. • New, enhanced, search-optimized eContent providing superior shopping experience on entire product line-up: interactive product tour, product demo video, benefits description, promotion card with performance claim • Media support from eMAG: banners with campaign layout, product benefit & “Buy Now” call-to-action on their website and partner sites • Standard & expandable display and iVideo: on best affinity & reach potential websites (parenting & women lifestyle, including Youtube) • Branding on e-retailer’s website: homepage banner, category branding and customized campaign & product page • eCRM campaign to e-retailer’s database: banner in general eMAG newsletter (one insert/week), dedicated campaign newsletter to baby category shoppers, retargeting diapers shoppers with campaign call-to-action • “Buy-Now” functionality on Pampers website & Facebook page • Facebook posts on Pampers & eMAG pages engaging moms to participate in the campaign

Case visual: