Pampers: Influencer marketing
Pampers has recently launched a new product: Pampers Pure. They want to tell their USPs to the target group with the help of the users themselves (parents).
The campaign has the following key results:
Qualitative results at Mamaplaats
- Big bang due to the use of influencers with a large group of followers;
- Pure content made by real mothers;
- Evergreen content by means of sponsored stories, which Pampers can use in its communication.
Quantitative results at Mamaplaats
- >1,500,000 people from the target group were reached;
- 6 influencers together reached 500,000!
- Repetition works: higher engagement (+ 3% for repostings).