Challenge
To align with Pampers’ key charitable partners, the brand needed a compelling Instagram campaign to promote World Preemie Month and Prematurity Awareness Day. Traditional Instagram content for the brand predominately featured staged influencer content.
Solution
Introduced a genuine and authentic approach by sourcing real people to tell real stories of the NICU’s tiniest fighters.
Result
The campaign was the top-performing Instagram campaign for Pampers and contained the top-performing post of the year in 2019 (based on active engagements).