Pampers conducts Quebec campaign
Proctor & Gamble has recently begun a digital campaign for its Pampers diaper brand. Developed by Fuel Digital Media and running on Mamanpourlavie.com, the campaign is aimed a young Quebec families with newborns. It includes a content marketing component consisting of eight executions that provide advice on infant care. These are being accompanied by email marketing and the sponsorship of articles pertaining to the first trimester of an infant’s life. The initiative will run for three months.
“Because they are both varied and complementary, these integrations increase the points of interaction between Pampers and Mamanpourlavie.com’s community of young families,” said Alain Léveillé, director of content solutions at Fuel Digital Media. “Not only does this approach contribute to consolidating Pampers’ top-of-mind status with its target clientele, but its informative and useful nature also promotes conversion to the Pampers website.”