Baby Products

P&G Brazil, Nova Pampers Premium Care

Goal

Turn Pampers consumers in brand advocates for the Nova Pampers Premium Care brand.

Activation

We executed a mass trial with targeted Insiders. We helped consumers discover the benefits of Nova Pampers Premium Care through intensive community management. Insiders were asked to spread the word online and offline. They were stimulated through a one-on-one coaching process to generate hundreds of thousands of purchasing recommendations.

Results

 5 Million Online impressions generated

 3 Million Offline reach

 92% Purchase intention

 5 Hits on top 10 Google rank for targeted keywords

 99% Ratings at 4 stars or above