The arrival of a baby means big changes in the lives of young parents. The numerous novelties which this life challenge brings can often cause difficulties and confusion in everyday decisions. That is also true when introducing solid food to babies and the nutrition of toddlers. We wanted to help mums in this sensitive area with Pampers diapers and simple solutions, because a child’s healthy diet is closely connected to a greater comfort when wearing diapers.
Let’s help young parents
Our main focus was on young mums and dads of babies and toddlers up to three years of age. They are the ones the most bombarded with a large amount of information on a daily basis, a lot of which is often incorrect or conflicting. No wonder young parents are often confused about the various aspects of their new life situation. This is also reflected when introducing solid food.
We wanted to help new parents with the correct information at least in the area of the children’s nutrition. In an exclusive offer for DM stores we prepared two booklets of recipes Prvi grižljajčki in Mali gurman, both of which offer solutions in this sensitive area.
When parents who cook come to the rescue
We wanted new parents to receive only the truly tested advice on the nutrition of babies and toddlers, which is why we invited the chef couple Tejani – Teja Perjet and Jani Jugovic – also parents to their baby girl, to work with us. The chef couple, who were a part of the 2014 reality show “Restaurant is Looking for a Chef” (Gostilna išče šefa), contributed all-around credibility to the design of the booklets. In close collaboration, the two booklets of recipes and advice – distinguished by their creativity, innovation, and simple preparation – were created.
The sales of Pampers diapers increased significantly during the DM campaign. With the campaign we proved that despite the relatively low media investment, strategically designed content marketing can lead to an increase in sales transactions. With appropriate content we created additional value for the product and increased the purchase intent. Furthermore, the booklets were so well received that the customers were asking about them even after the end of the campaign, and were willing to purchase them separately.