BRINGING PLAYSCHOOL HOME TO FILIPINO MUMS by Mediacom Manila for Pampers

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BRINGING PLAYSCHOOL HOME TO FILIPINO MUMS

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Industry Baby Hygiene
Media Promo & PR, Case study
Market Philippines
Agency Mediacom Manila
Associate Creative Director Pinky Viola
Creative Director Butch Villanueva
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: PROCTER & GAMBLE
Product/Service: PAMPERS
Date of First Appearance: Oct 3 2010
Entrant Company: MEDIACOM PHILIPPINES, Makati City, THE PHILIPPINES
Country Media Manager: Patricia Choa-Roxas (Procter & Gamble)
Managing Director: Nap Carrao (MediaCom)
Buying Director: Onnie Tolentino (MediaCom)
Connections Director: Aileen Lagman (MediaCom)
Associate Connections Director: Angelique Malabanan (MediaCom)
Media Manager: Melvin Manuel (MediaCom)
Creative Director: Butch Villanueva (MediaCom)
Creative Specialist: Nina Abuzo (MediaCom)
Associate Creative Director: Pinky Viola (MediaCom)
Connections Executive: Essa Balao (MediaCom)
Associate Media Director: Arhleen Oquendo (MediaCom)
Tactical Planner: DK Magbag (MediaCom)
Administrative Manager: Reo Arevalo (MediaCom)
Media placement: TV Program Merchandising Plugs – 59 Spots - ABS-CBN - 3rd October 2010
Media placement: TV Program – 10 Episodes (With Replays) - ABS-CBN & Lifestyle Network - 11th October 2010
Media placement: Print Campaign - Smart Parenting And Good Housekeeping - November 2010 Issue
Media placement: Digital Campaign - Pampers IVillage Website And Pampers Facebook Site - 3rd October 2010

Insights, Strategy & the Idea
Sales of Pampers’ top tier brand, Active Baby, were flat.

While Active Baby’s unique locking layer enabled babies to stay dryer for longer, this benefit was not resonating with our target “Achievement Mums”. They are also reluctant to experiment with other brands if their current product already delivers.

How could we justify the 50% premium, in a country where a diaper can cost as much as a family’s daily rice budget?

Achievement Mums believe that their babies deserve nothing but the best when it comes to child development. Often this means enrolling their children in Playschool to benefit from quality, structured playtime.

In the Philippines, however, demand for Playschools outstrips availability, not to mention times normally clashed with working mums’ schedules.

Our solution was to bring the gold standard learning of Playschools to mums and babies into all homes. And we’d integrate Active Baby as the uninterrupted playtime solution.

Creative Execution
We created “Play Play Everyday”, a month-long daily morning TV programme that helped bring structured playtime into the home - available to ALL mums and aired before work hours on free-to-air and cable TV.

Each episode featured an activity or game, specially devised by child-development expert Gymboree.
Set to a special theme song, they showed an expert and celebrity mum enjoying structured play with their babies and explaining how the different activities nurtured baby development.

And to ensure that mums and babies could enjoy the whole show together, the pair stressed the importance of using Active Baby diapers as it kept their babies’ butts dry for longer playtime.

Programmes were promoted on TV, a dedicated Facebook page, in parenting magazine advertorials, and as VOD from the Pampers and iVillage websites, available any time.

Our daily branded content enabled mum and baby to enjoy extended playtime together, at home every day.

Results and Effectiveness
The programme dramatically increased brand imagery scores:

‘Prevents leak/does not leak’ up 43%
‘Recommended by baby care professionals/experts’ up 26%
‘Makes me feel like I am doing my best for baby’ up 113%

In terms of real business results, Active Baby shipments hit record levels, with sales indexing at 113 vs pre-campaign.

The media value was USD $202,000, with an ROI of 2:1.

Play Play Everyday was so successful that it is being distributed on DVD on pack with Active Baby.