P&G launches ‘baby dance’ digital campaign for Pampers

The campaign also gives babies the chance to win 15 minutes of fame and become the online spokesperson of Pampers Easyups.

The digital campaign is designed by Razorfish Hong Kong which has been working on the account for close to two years.

Easyups is Pampers' new diaper pants with three-way elasticity on its waistband, which helps prevent leakage for any movement with up to 10 hours of dryness. 

Janet Lee, associate project director at Razorfish Hong Kong, said, “The campaign aims to enrich the brand experience for mothers to visualise the end benefits of Easyups. No matter how your baby moves or dance, there is no leakage.”

Leveraging on the modern mother’s love of sharing behaviour on social media, the agency created an online experience on its dedicated site. Using a face masking technology, mothers can submit their babies’ photos online, which then are formatted into a video so they can see their babies dancing on stage.

Mothers can also invite friends via Facebook to support their offspring, and the most popular babies stand the chance to become the online spokesperson and perform the baby dance online for the Pamper's 'Nobi Nobi dance' TVC.

The campaign is running from now for one month.

Credits:

Project Pampers Easyups Campaign
Client P&G
Digital agency Razorfish, Hong Kong
Creative director Endy Fung
Art director Wing Yu
Copywriter Ray Chan
Agency producers Janet Lee, Melody Chu
Media agency Starcom
Exposure Online