Pampers’ “Joy Has Come Early” campaign addressed the overlooked emotional needs of parents with premature babies. Rooted in science and empathy, the initiative reimagined familiar lullabies – sung by a preemie mom and grounded in the sound of a mother’s heartbeat -to soothe babies and parents alike.
Our strategy was to reframe lullabies as tools to comfort parents and babies alike, delivered through hospital touchpoints, music platforms, and social channels – positioning Pampers as an empathetic brand present when it matters most.
Our tactical plan included illustrated lullaby books distributed in NICUs, audio playlists on Spotify, Apple Music, and 30+ platforms, in-store activations with Union Coop to broaden awareness, influencer, healthcare, and podcast partnerships for amplification, and most importantly, having all the above activated during World Prematurity Awareness Month for cultural relevance.
The illustrated lullaby book reached 500 NICU parents in the UAE, positioning Pampers as a trusted partner in caregiving.
EMV $187,042
Pampers’ market share grew +6pts YOY, category offtake +8pts, and Pampers offtake +18pts.
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