PAMPERS SWADDLERS
THE PRODUCT
Pampers Swaddlers diapers are blankie soft and hypoallergenic to be gentle on baby's skin. Ultra-soft and absorbent layers wick wetness away to help keep baby's skin dry & healthy. Main selling points include:
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Wetness indicator strip
- Extra soft (good for sensitive skin)
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Very absorbent & dry
THE ASK
- Put together a thoughtstarter presentation for possible video content promoting Pampers Swaddlers on TikTok.
- Ad policy does not allow Branded Effect or Hashtag Challenges for baby care. All ideas need to be developed to support In-Feed video, One Day Max or Top View.
- Work with TikTok’s Creator Solutions team to identify TikTok creators to work with for this content. Target is parents/families with children 0-36 months.
EXISTING TRENDS
My first approach was indentifying platform insights and existing natural behaviors in the parenting space on TikTok, to familiarize the client with their audience and find possible low-lift avenues of engagement.
Every corner of TikTok has their version of tips & tricks, but nowhere is it more beneficial than when it comes to parenting. Parents on TikTok are eager to share anecdotes and advice that save money or make parenting a little bit easier.
This is a great example of the unintended use of a product that has been popularized thanks to TikTok. The floppy fish is a cat toy, but TikTok has realized that its movements are actually perfect for patting a baby’s bottom. TikTok videos showcase this use of the product, and how it puts their babies to sleep.
The only thing more satisfying than swaddling a baby is un-swaddling a baby. In these videos, parents unswaddle their babies and record the instant reaction of a big, adorable stretch.
Pediatricians use the Duet feature on parenting videos or product recommendations as a method of sharing their expertise.
THE THOUGHTSTARTERS
Next, I developed high-level original concepts to serve as inspiration and guidance for the client to develop their own TikTok content.
BABY SPA DAY: Putting the “Pamper” in Pampers
Creators will show how they give their little one some extra TLC with a tiny spa day. This content would frame Swaddlers as being a luxury diaper, extra soft and comfortable, for babies who deserved to be pampered. The parent will show the routine of giving their baby a fancy bath, a delicate massage, tiny cucumbers on the eyes, a gentle manicure, and it gets all topped off with putting Swaddler on junior (and maybe a tiny robe to complete the effect).
Creators will show how they give their little one some extra TLC with a tiny spa day. This content would frame Swaddlers as being a luxury diaper, extra soft and comfortable, for babies who deserved to be pampered. The parent will show the routine of giving their baby a fancy bath, a delicate massage, tiny cucumbers on the eyes, a gentle manicure, and it gets all topped off with putting Swaddler on junior (and maybe a tiny robe to complete the effect).
GET SWADDLED: Taking to Extremes
Babies aren't the only ones who love to be swaddled. This video would start off with the parent outfitting their baby with Swaddlers, swaddling them, and being satisfied with the success of the diaper in keeping them dry and happy. So successful in fact, that they'll expand to attempting to swaddle other members of their families (spouses, kids, pets). The process will be cute, awkward, and silly–obviously not working as well as it would with a baby. But at the end they'll at least be satisfied with how their baby is still sound asleep.
Babies aren't the only ones who love to be swaddled. This video would start off with the parent outfitting their baby with Swaddlers, swaddling them, and being satisfied with the success of the diaper in keeping them dry and happy. So successful in fact, that they'll expand to attempting to swaddle other members of their families (spouses, kids, pets). The process will be cute, awkward, and silly–obviously not working as well as it would with a baby. But at the end they'll at least be satisfied with how their baby is still sound asleep.
#BOOTD: Pampers as Fashion
#OOTD (or, "Outfit Of The Day") is an evergreen trend on the app that brings both users and creators satisfaction. Let's do a series that showcases the most adorable baby outfits, or BOOTD, if you will. The creators will show off their most beloved baby outfits, and make sure to include Pampers Swaddlers as must-have piece for every outfit. We could also enhance this content series with a custom sound for creators to time their fashion show to.
PEDIATRICIAN REVIEWS: Trustworthy Advice
Because the selling point of Swaddlers is softness, dryness, and comfort, it’s a great solution for babies with sensitive skin. Let’s get the product out to pediatrician creators to give us their expertise not only on the product, but other pointers and advice for parents who have babies with sensitive skin.
Because the selling point of Swaddlers is softness, dryness, and comfort, it’s a great solution for babies with sensitive skin. Let’s get the product out to pediatrician creators to give us their expertise not only on the product, but other pointers and advice for parents who have babies with sensitive skin.
COUNTERTOP CLEANING: Kitchen Comparisons
Let’s recreate the classic Pampers TV spot format, with a TikTok twist. Creators will do an at-home version of displaying the absorbency of Swaddlers with blue water. They’ll be challenged to pour water on their kitchen counter (with the help of their little one, toddlers love to make messes), then use the diaper as cleanup in lieu of a paper towel. The idea is to play into the realm of satisfying TikTok videos with timelapse and cleaning– but also make something relatable because it looks fun and can be recreated at home.
Let’s recreate the classic Pampers TV spot format, with a TikTok twist. Creators will do an at-home version of displaying the absorbency of Swaddlers with blue water. They’ll be challenged to pour water on their kitchen counter (with the help of their little one, toddlers love to make messes), then use the diaper as cleanup in lieu of a paper towel. The idea is to play into the realm of satisfying TikTok videos with timelapse and cleaning– but also make something relatable because it looks fun and can be recreated at home.
Lastly, I collaborated with our Creator Solutions team to pinpoint TikTok creators who specialize in baby and family content. The tone of content created by these influencers selections vary from slice of life, to comedy, to education and advice.
THE RESULTS
Two of my ideas (”PEDIATRICIAN REVIEWS” and “COUNTERTOP CLEANING”) were sold as the concepts for a content series at a 400K buy in on auction InFeed Video.