Catch Me If You Can
Conduct a photo contest in order to rise awareness about new product.
Pampers Premium Care was the most expensive diaper in the Pampers product line. Another limitation was the age for participants - 0-2 years old babies. Obviously, we needed really engaging solutions to spread the contest among wider audience and gain more attention to the product.
We developed the website that allowed people not only compete but to vote and comment as well. Integration with social media helped us to engage friends and relatives of the participants.
And, of course, the message had to be cute :) (see campaign banner).
Product micro-site, Photo-Contest website, Facebook Application, Interactive Video Ad, Custom ad for certain website