Pampers: "HELLO BABY IPAD APP" Direct marketing by strawberryfrog

Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Product/Service: PAMPERS
Agency: STRAWBERRYFROG
Date of First Appearance: Apr 3 2010 12:00AM
Entrant Company: STRAWBERRYFROG, New York, USA
Entry URL: http://itunes.apple.com/us/app/hello-baby-pregnancy-calendar/id364683781?mt=8
Executive Creative Director: Scott Goodson (StrawberryFrog)
Digital Producer: Susan Liao (StrawberryFrog)
Creative Director, Art: Jason Koxvold (StrawberryFrog)
Creative Director, Copy: Serena Connelly (StrawberryFrog)
Art Director: David Orton (StrawberryFrog)
Designer: Esteban Montes (StrawberryFrog)
Designer: Sam Park (StrawberryFrog)
Lead Writer: Chris Diken (StrawberryFrog)
Writer: Jayne Sharples (StrawberryFrog)
Art Buyer: Belinda Lopez (StrawberryFrog)
Account Director: Mary Jane Butler (StrawberryFrog)
Production Company, Developer: Frederik Wallner
Production Company,Lead Developer: Alexander Persson
Production Company,Project Manager: Jon Svenonius
Production Company, Creative: Anders Graffman
Production Company,CG Producer: Oliver Zeller
Production Company,Computer Graphics, CG Supervisor: G M D THREE
Production Company,3D Modeler: William Vaughan
Retoucher: Toby Moore
Composer: Drew Lerdal (inthegroovemusic)
Media placement: App - IPad - 3 April 2010

Describe the brief/objective of the direct campaign.
Pampers wanted to build a connection with modern, 25-35 year old mothers before their babies are in diapers. They saw an opportunity to target highly-mobile, prenatal mothers who are early adopters of new technologies and opinion leaders among their peers by using the latest channel; the iPad App. The strategy was to use this most innovative technology to give these moms a tool they could use to tangibly share the joy of their pregnancy with friends and family near and far.

Explain why the creative execution was relevant to the product or service.

Hello Baby promotes the rich content of Pampers.com and allows mothers to share the joys of pregnancy more freely. The Pampers brand is about more than just diapers; it is a source of education and support for mom and baby. Building a connection with mothers early on is the key to a strong relationship for years to come. To drive traffic to Pampers.com, we created the Hello Baby iPad App. Our tech-savvy prenatal target doesn’t need a lot of nudging to find the next great App—they live for this stuff. To provide them with an element of discovery, we simply placed a promotional video on YouTube and Facebook, with a call-to-action, directing users to the App Store. As one of only 1,000 Apps available when the iPad launched, Hello Baby was a hit from the start. Word-of-mouth, which began with our early-adopter target, continues to be the primary factor contributing to the success of Hello Baby.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Hello Baby is the only pregnancy calendar created specifically for the iPad, with simulated life-size images of a baby’s growth from week 4 through 40. Mothers can view rare, rich images of the baby next to their tummy, zoom in on details, and share weekly milestones by posting the baby’s growth on facebook. This all contributes to a unique experience that mothers will want to return to and share, all while garnering their trust and forming a connection with the brand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In creating the only image-based pregnancy calendar available for the iPad, the brand succeeded in opening a dialog with this narrow target and demonstrating the progressiveness of the brand. Mothers are excited about this new way of experiencing their pregnancy and are eager to interact with Hello Baby and Pampers. Although the iPad has only been available for purchase for a few weeks, there have already been over 11,000 Hello Baby downloads. As of April 19, 2010, Hello Baby was the #1 free iPad App in the iTunes Healthcare & Fitness Apps category.