Title	20100 DIFFERENT PAMPERS COMMERCIALS AND COUNTING
Brand	P&G ISRAEL
Product/Service	PAMPERS DIAPERS
Category	A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN
Entrant Company	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Advertising Agency	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

Results and Effectiveness

More than 20,100 baby movies were made, hugely exceeding the original target of 7,000. More than 2,000 movies were tagged with the #Pampers hashtag, and more than 2 million page impressions were achieved. All this on a media budget of zero. As a result, 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, e.g. '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)

Creative Execution

Magisto is a highly innovative automatic video-editing app that uses artificial intelligence. It selects the best parts of your videos, combines them with music and a theme, and instantly gives the user a beautiful little video. Pampers offered its own ‘Love, Sleep and Play' editing style on the app, creating the perfect theme for baby’s best moments. The videos created by the app were fun to watch, and most importantly, were fun to share! Pampers encouraged users to tag their movies with #Pampers as this enters their baby into a contest to be featured in the brand’s upcoming commercial. These tagged movies were also showcased in the Magisto Pampers Album on Magisto’s site. When people shared their Magisto videos on social media, a message appeared with a link to Pampers and Magisto microsite.

Insights, Strategy and the Idea

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 well as in top-of-mind awareness. That said, from the outset, the Pampers campaign faced a significant challenge. Our audience of parents with young babies live very busy lifestyles where they are time-challenged and they are therefore unwilling to participate in most brand campaigns. We realized that we would need to create a must-have utility that would overcome this high natural resistance. Parents have captured lots of content of their babies, but it tends to stay hidden away on their smartphones, like lost treasure. So Pampers teamed up with Magisto to enable parents to create their own professional, shareable video within seconds. As this breakthrough campaign began to enter the hearts and minds of today's parents, the old order was about to change