Title	20100 DIFFERENT PAMPERS COMMERCIALS AND COUNTING
Brand	P&G ISRAEL
Product/Service	PAMPERS DIAPERS
Category	A04. USE OR INTEGRATION OF USER-GENERATED CONTENT
Entrant Company	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Contributing Company	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Media Agency	STARCOM ISRAEL Ramat Gan, ISRAEL

Name	Company	Position
Yossi Lubaton	Baumann Ber Rivnay Saatchi/Saatchi	C.e.o
Amir Ariely	Baumann Ber Rivnay Saatchi/Saatchi	Creative Director
Oded Lavie	Baumann Ber Rivnay Saatchi/Saatchi	Digital Creative Director
Hagai Leeran	Baumann Ber Rivnay Saatchi/Saatchi	Vp Group Account Head
Dorit Gvili	Baumann Ber Rivnay Saatchi/Saatchi	V.p Production/Content
David Kosmin	Baumann Ber Rivnay Saatchi/Saatchi	Vp Planning
Rachel Friend	Baumann Ber Rivnay Saatchi/Saatchi	Planner
Alon Shmoelof	Baumann Ber Rivnay Saatchi/Saatchi	Producer
Ronen Levin	Baumann Ber Rivnay Saatchi/Saatchi	Copywriter
Silvia Pittzchadza	Baumann Ber Rivnay Saatchi/Saatchi	Copywriter
Shiran Jerochim	Baumann Ber Rivnay Saatchi/Saatchi	Art Director
Lee Bryn	Baumann Ber Rivnay Saatchi/Saatchi	Account Supervisor
Vicki Tseitlin	Baumann Ber Rivnay Saatchi/Saatchi	Account Executive

The Campaign

Branded content is now common-place in the Israeli market, with many leading brands having dipped their toe in the water, particularly as regards YouTube content. Challenges to the success of branded content have been experienced less from a regulatory point of view, and more from the perspective of consumer interest and engagement. People live very busy lifestyles where they are time-challenged. Consequently they have a low attention-span for anything that is deemed outside what is either of crucial importance or of high entertainment value. The target audience that is an exception to this rule is school-kids who are avid consumers of branded content. In aiming to make branded content work for Pampers we would need to offer a level of utility and appeal that would overcome the high natural resistance that would be encountered among these particularly time-pressured consumers. In Israel Pampers had been a challenger brand to Huggies. For more than a decade Huggies had enjoyed a significant market share lead and an advantage over Pampers in every key brand image parameter. As this breakthrough campaign began to enter the hearts and minds of today's parents, the old order was about to change.

Results

For more than a decade Huggies has outranked Pampers on every key brand image parameter. But how do change that? Well here is how we did it. Check any parent's phone, and you'll probably find hundreds of little video snippets of their kids on them. The only problem with that? Most of the time that's where they'll stay. That's why Pampers got into the picture. Pampers has always celebrated the magic of babyhood in the most joyful, genuine and insightful ways. The idea was to provide parents with the perfect tool to turn their video footage into magical moments and their babies into mini movie stars. We'd supply the format, they'd supply the content. To do that we teamed up with Magisto an innovative video editing app that uses artificial intelligence. It selects the best parts of your videos, combines them with music and a theme (Pampers had its own). To instantly give you a beautiful little movie starring your very own kid that is fun to watch but most importantly, fun to share. Parents couldn't resist. Posts started appearing everywhere and social networks were flooded as the more parents created and shared their videos, the more friends and family saw them and created their own. Parents who wanted to, could also tag their movies with #Pampers hashtag for a chance to see their baby featured in the brand’s next commercial. (These movies are showcased on the Magisto Pampers Album microsite). Tagged or not, every video created included a branded Pampers post roll. A smart way to voice our message and also help parents spread the magic while endorsing and advocating our brand. Our campaign effectively facilitated the creation of content that not only engaged parents, but celebrated with them what is dearest to them: Their babies.

To promote the collaboration with Magisto, Pampers teamed up Pampers Moms and bloggers. It also got celebrity mothers including Yamit Sol and Yael Goldman to post their own Pampers Magisto videos on their Facebook walls. When people shared their Magisto videos on social media, a message appeared with a link to Pampers and Magisto microsite. The campaign generated a mutually beneficial partnership. The campaign was a win-win partnership for Magisto and Pampers. Pampers gained use of a ready-made platform and great technology. In turn, the brand was able to offer an up-and-coming app broad access to its fan base.

Since launching in August, more than 20,100 baby movies were created, hugely exceeding the campaign's original total target of 7,000. Israel has a population of under 8 million people, and it is estimated that there are just 200,000 families with one or more babies at home, at any given point in time. To date, more than 2,000 movies have been tagged with the #Pampers hashtag. What's more, since the launch of the campaign, downloads of the Magisto app in the Israeli market have reached an all-time high at 35,000 downloads. As a result of the campaign, for the first time in a decade Pampers overtook Huggies in Top-Of-Mind awareness (Pampers – 46% Vs Huggies – 33%), as well as in many key image parameters, for example 'Absorbs well' (Pampers – 59% Vs Huggies – 45%), and 'Makes me feel assured that the diapers are of good quality' (Pampers – 64% Vs Huggies – 55%). (Source: iPanel – October 2014, with 300 mothers of babies aged 0-3 years)