Pampers: Prioritizing Earned Over Ads to Drive Ecommerce Sales
Faced with aggressive seasonal promotion and high value coupons from the competition every spring, which drove consumers to ‘stock up’ on diapers, Pampers needed to drive higher conversion among millennial moms.
Working in lockstep with Pampers, MSL generated and amplified authentic content and conversations around baby registries and Pampers diapers, driving to Amazon, where millennials shop. It enlisted trusted voices – including high profile influencer moms and parenting Facebook groups – to develop informational and engaging baby registry content, highlight the importance of diapers being included on the registry, and drive to the Amazon online baby registry page using a comprehensive SEO strategy. Trackable links allowed MSL to measure the direct sales impact of the branded posts.