Procter & Gamble Engages Moms with #BebeComRitmo - Event Marketer

Procter & Gamble Engages Moms with #BebeComRitmo

DB_Pampers_2015 Ex
Brand: PROCTER & GAMBLE
Agency: MODERNE COMMUNICATIONS
Awards: EX AWARDS — BEST MULTICULTURAL EVENT CAMPAIGN
Year: 2015

Moms know there’s nothing like those fun morning moments when baby wakes up dry and ready to rock in his or her crib after a good night’s sleep. Pampers’ #BebeConRitmo campaign brings those times to life—when baby is ready to boogie down and mom joins in on the fun. The effort had consumers share clips of their little ones’ best morning dance moves on Pampers’ online channels and featured two national press events, one at the Children’s Museum of Manhattan in New York City and one at The Grove in Los Angeles.

Parents and their wee ones showed off their best morning dance moves in an oversized pop-up crib made with LED touch-sensitive tiles for the crib base and a custom-designed disco ball. Celebrity parents Ali Larter and Roselyn Sanchez attended the events, providing one-on-one English and Spanish language media interviews and amplifying the event to social media. English and Spanish signage communicated key event areas and happenings throughout the day. Bilingual brand ambassadors outfitted in Pampers-themed apparel engaged with parents and babies and drove participation. On-site video crews captured footage for potential integration into the brand’s newest video. Gourmet kid-friendly breakfast foods and snacks were served while parents and kids played in the nursery area. Throughout the three-month campaign parents uploaded videos using #BabyGotMoves or #BebeConRitmo.

The program generated more than 600 million organic media impressions, more than 25 million hashtag impressions and drove engagement among U.S. Hispanic consumers.

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