Drive conversion from taped diapers to Pampers Pants by communicating the ease of use and product superiority versus taped diapers.
THE CHALLENGE
HOW DO you SHOWCASE
THE PROBLEM
In a highly patriarchal Pakistani society, men are the primary earners and decision makers, leaving women to shoulder all home duties and childcare responsibilities.
THE EASE OF
PAMPERS PANTS?
What if dads could change?
By showcasing that they can do the most difficult baby chore with ease - changing a diaper!
#DADSCANCHANGE
THE IDEA
Dads CHOSE OTHER MORE DIFFICULT TASKS THAN CHANGING A BABY'S DIAPER
60%
Campaign kicked off with a social experiment
DIGITAL FILM
and adapt released as a TV commercial
DADS pledge to change
SOCIAL ENGAGEMENT DRIVE
10,000
PAMPERS CHANGING STATIONS
TAPPING INTO THE BIGGEST PAKISTANI PASSION - FOOD, AND SOLVING A GENUINE PROBLEM.
INTEGRATING E-COMMERCE PLATFORMS
Targeted Offers for new dads
AT FOOD FESTIVALS
THROUGH CONTENT SUBMISSIONS
THE IMPACT
Gained 80% awareness on Pampers Pants in urban Pakistan
Converted 15% of existing Pampers taped diaper users in 1 year