For nearly 80 years, the March of Dimes has worked to ensure that every baby has a fighting chance by preventing birth defects, premature birth and infant loss through lifesaving research, education and support programs.Pampers Swaddlers, the #1 choice of hospitals*, is also dedicated to the happy healthy development of babies. To showcase and celebrate the brand synergy, Pampers supported the March of Dimes and offered parents what may have been the most meaningful deal of the day on Amazon Prime Day.
For every new Pampers subscription sold on Amazon Prime Day, Pampers donated $10 to the March of Dimes to support families with babies in the Neonatal Intensive Care Unit (NICU) with a goal of welcoming home 12,500 babies.**
By integrating consumer messaging around the tangible impact individuals could drive through their purchase, the campaign intended to drive Pampers sales, authentically connect consumers with the Pampers brand and engage them in the March of Dimes efforts to support bringing more babies home healthy.
*based on sales of the newborn hospital diaper.
**up to $200,000.
The campaign strategy was multi-faceted, leveraging brand and non-profit marketing resources to ensure maximum exposure around the 2017 Amazon Prime Day. The partnership utilized Facebook Live, video, digital and social media, while highlighting content experts, social media talent and celebrities to authentically engage consumers with Pampers and the March of Dimes.
To kick off the marketing activity there were various influencer social media posts and a Twitter party to build excitement around the partnership and the opportunity for consumers to engage. As soon as Amazon Prime Day began, digital efforts were underway through email, blog posts, articles, and digital advertising directed to reach our shared target audience.
Pampers hosted an hours long Facebook Live event the morning of Prime Day, influenced by telethon events of the past and designed to make viewers laugh, cry and be inspired. At the beginning of the Live event, a video was shown featuring a mother who experienced premature birth twice, her personal struggle and how the March of Dimes NICU Family Support® program provided expert advice, tools, and comfort to her family during her babies' stay and transition home from the NICU. The video was also featured on the Pampers Prime Day landing page on Amazon to further entwine the purpose of the day. The Live event had a full line-up of guests to engage viewers including: March of Dimes NICU Family Support® trainer, Pampers influencers, social media stars and special celebrity guest Ne-Yo. Throughout the day they shared new parenting tips, heartwarming stories and messages around how to join Pampers and the March of Dimes in welcoming home NICU babies.
Pampers' activity on Prime Day was so successful that halfway through the Facebook Live event Pampers announced an increased commitment to the March of Dimes up to $200,000 -- a 25% increase, up from the initial commitment of $160,000.
The partnership resonated well with many families, there were various engagements like the following:
"Preemie XS Pamper on my little guy 💕 1pound 4oz at birth & 110 days in the NICU. Just imagine all the pampers the NICU went through just on my itty bitty guy!"
"That's amazing way to go Pampers! My daughter spent almost 50 days in the nicu. It was one of many challenging times my babies have went through. Nothing was as challenging as my son going through open heart surgery. 😓 My babies were born tough! They are survivors!"
Together the Prime Day partnership delivered 71% offsite SOV, over 475 million earned media impressions, reached 148 million people and had over 100,000 viewers of the Facebook Live event.
More importantly, Pampers helped the March of Dimes to welcome home 12,500 NICU babies.