Title	SHINING THE MEDIA SPOTLIGHT ON #EVERYBABY
Brand	PROCTER & GAMBLE
Product/Service	PAMPERS
Category	A05. Media Relations
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Media Agency 2	MEDIACOM London, UNITED KINGDOM
PR Agency	HILL+KNOWLTON STRATEGIES London, UNITED KINGDOM
Entrant Company	HILL+KNOWLTON STRATEGIES London, UNITED KINGDOM

Name	Company	Position
Avra Lorrimer	Hill/Knowlton Strategies London	Director
Vicki Johnson	Hill/Knowlton Strategies London	Account Director
Hannah Walsh	Hill/Knowlton Strategies London	Senior Consultant
Kate Lupton	Hill/Knowlton Strategies London	Associate Director
Natalie Futter	Hill/Knowlton Strategies London	Account Manager
Ellie Gill	Hill/Knowlton Strategies London	Account Executive

The Campaign

The second royal birth presented an opportunity for Pampers to have a credible voice in a significant and brand-relevant cultural event, where parents could engage with the brand emotionally, instead of through more functional, benefit-led communication. The PR agency’s challenge was to drive earned media coverage, social conversation and paid reach to drive awareness & engagement with the Pampers brand during a cluttered national news moment. A collaborative multi-agency planning process led to the creation of a film produced in real time that celebrated #everybaby born on the same day as Princess Charlotte. Our publishing model consisted of a solid mix of earned, paid, owned and shared platforms, all poised to co-ordinate on the day of the birth. The strategy across all channels was single-mindedly focused on driving views of the #everybaby film. Once the film was ready we began an extensive media sell in to drive earned awareness. This resulted in 53 strong pieces of coverage with an editorial reach of 98.2MM, successfully inserting Pampers into the media conversation. We leveraged relationships with key influencers to encourage them to share the content, driving incremental earned reach, which resulted in a total of 199M social impressions. In addition, the film totaled over 5 million film views in the first 7 days.

The Brief

Alongside a collaborative multi-agency planning process which led to the creation of the #everybaby film, the PR agency’s objectives for this content-led idea were to: • Drive earned coverage and social conversation around the #everybaby film/campaign. • Create a credible role for Pampers in the crowded cultural conversation around the birth of the second Royal Baby. • Partner with the National Childbirth Trust to minimise perceptions that the brand was commercialising a national event. • Mitigate any challenges associated with the filming. • To protect the Royal Warrant on Fairy Liquid, a brand also owned by P&G.

Execution

As Kate went into labour, the team began to capture babies entering the world in real time. As content began to filter in from hospitals around the UK, we helped Pampers join the news agenda by sharing our own ‘breaking news’ and began truly ‘celebrating every baby’. And, mobilising influencers (bloggers, brand partners, experts, celebrities, media) to use their own social channels, we drove organic engagement and sharing of the content before paid spend kicked in. Once momentum had built, the agency saw an opportunity to go further, helping Pampers to join real time cultural conversations; entrusted with the brand’s social channels and by carefully monitoring social conversations using Sysomos we congratulated other families celebrating births on that day and invited them to be part of the Pampers #everybaby celebrations. This resulted in real consumers appearing in social and editorial content as well as paid digital banners and homepage takeovers.

The Pampers #everybaby campaign has garnered phenomenal results, successfully engaging with the media on one of the most news-heavy days of the year. The brand received 98.2 million earned editorial impressions (vs. target of 5 million) and 53 pieces of coverage (vs. target of 20). Key coverage highlights include two pieces in The Guardian, Mashable, Huffington Post Parenting, The Mirror, The Sun, Baby World, Female First, AOL, Best Daily, Campaign & Marketing Magazine. The film itself had over 5 million views in the first 7 days.

The Strategy

We planned ahead to film in real time at the same time as the Duchess of Cambridge, Kate Middleton, went into labour. There were calculations about birth rates to work out which hospitals in London would give us the best chance of finding enough mums who were not only in labour at the same time as Kate, but mums who were willing to let us film the process! The goal was to produce a piece of content that would emotionally resonate with mums, our target audience, but also cut through the media storm. The agency’s crisis and issues team began scenario planning months in advance, delivering Q&As and message guidance. To protect the baby brand and sensitively handle these very special moments, every single piece of communication was carefully scrutinised and, once the birth was underway, a crisis team were always in place for rapid response.