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Dancing with Pampers

Showcasing young motherhood doesn't have to be though, young leading mom-fluencers performed a happy dance with Pampers on. Embracing love for the children.
The Challenge

Pampers saw a huge growth opportunity in Brazil as it understood that Brazil has high rates of young mothers, and the current Gen-Z and Millennials might soon fall into this category. As this target consumer love sharing their experiences, their strong presence and voice on social media is a powerful marketing tool to spread Pampers’ brand message and impression on Brazilian mothers. Therefore, Pampers believed that multiple Instagram campaigns would help meet this goal.

The Solution

To establish deeper connections with Gen Z and Millennials, Pampers collaborated with our top Brazilian influencers who just became young mothers. Together, we accompanied young Brazilian mothers through their parenthood journey. We recognized the struggles of young mothers and want to show Pampers’ support by sending the message: “Young motherhood doesn’t have to be tough.”

Group 37
Views:

2.0M

Group 36
ER:

14%

Group 38
Influencers:

7

Group 37
Views:

3.0M

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Group 36
ER:

10%

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Group 38
Influencers:

12

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Influencers who participated in the campaign:

Daniela Choma

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1.9m

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4.5m

Icon 3

10.0m

Life-embracing, family-loving, and highly engaging young mum.
0%
Engagement

Mariana Matarazzo

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0.0m

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0.1m

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5.9m

Powerful woman, loving mother, Brazilian idol.
0%
Engagement

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Jessica Belcost

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1.2m

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0.6m

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0.1m

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Jully Molinna

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6.7m

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6.3m

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12.0m

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Victor Igoh

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0.1m

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7.4m

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1.0m

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