Challenged with creating a dramatically new look, feel, function, and socially-driven opportunity for Pampers online.
We evolved the content in a contemporary, social-media friendly direction, and transitioned the brand tone from a “clinical expert” to an “experienced mom next door” across Pampers’ entire online presence — drawing new moms and Pampers closer, setting the brand up as a uniquely relevant, fun, and safe place to share the parenting journey.
Rebrand & redesign of Pampers to Pampers Village
CRM and digital campaigns
Supporting content
Role: Copywriter
PAMPERS VILLAGE
BECAUSE WHEN IT COMES TO BABIES — PAMPERS KNOWS IT TAKES A WHOLE VILLAGE.
pampers digital programs
New digital campaigns kept our online and social content for Pampers fresh and engaging.
my blankie sweeps
Nothing says comfort as universally as a baby’s first blankie. This program encourages new parents to share their stories and photos, to be quilted together into one Village blankie. It also ties in partner product Draft to help care for this beloved icon.
swaddling central
To promote Swaddlers throughout our community of moms, we gave helpful instructions on how to swaddle your baby and help keep them comfortable.
the un-photo contest
No one moves as fast as toddlers — Even taking a photo, you’ll usually get a leg in the picture, or just a motion blur. To promote Pampers Cruisers, we made a contest where you try to snap a photo of a busy, bustling baby for a chance to win a vacation. Our community of moms were also encouraged to share their best “un-photo” of their baby with us.
pampers SPECIAL MOMENTS
Worked with brand ambassadors and creators for unique content series and campaigns that do a lot of good.
1 PACK
= 1 VACCINE
Partnered with UNICEF and Salma Heyek to provide vaccinations in less-industrialized countries.
A PARENT IS BORN DOC. SERIES
On day 1, more than a child is born. Parents are too, and develop in fascinating ways right along with every stage of their child’s development. This heartwarming and candid video series followed new parents through several stages of pregnancy, birth, caring for newborns, and raising toddlers.
