Pampers first ever mom blogger engagement

Procter & Gamble engaged Hill+Knowlton to provide a credibility campaign for their Pampers brands based on an increase in consumer complaints. H+K devised and executed a campaign which involved a mom blogger engagement with over 20 mothers to build brand equity among them and a media familiarization tour to a Pampers mobile clinics targeting mom journalists to create an emotional connection with the brand. The impact? A 58% increase in the discussions around the Pampers brand and diaper usage. In total, the campaign gathered 68,400,000 impressions on traditional media.