Marketing to Moms: Diapers Meet Reality Show

August 25, 2009 § Leave a comment

In general, most reality shows are not about reality.  But P&G Pampers brand has actually launched a Web series that is about real life couple dealing with the issues of first-time pregnancy and parenting.   The online series chronicles a real couple sharing their experiences in becoming parents from learning the sex of the child to dealing with body changes that happen to Moms along the way.

This is really a savvy addition to the Pampers marketing efforts.  The 12 webisodes will run on Pampers.com, YouTube and DirecTV On Demand.  TLC will also promote the show.AParentIsBorn

Pampers is really connecting with digital Moms who are hungry for information and want it delivered in an authentic manner.  Their website is rich with content and the webisodes provide true connection, without smacking of overt marketing.  In fact, diapers are rarely mentioned. 

These webisodes are not replacing other media.  Pampers will continue to use television, print and direct mail to support the brand.  But webisodes offer a caring connection for Moms that says we understand you.

Check it out by clicking here.

Share

Advertisements

Tagged: , , , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

What’s this?

You are currently reading Marketing to Moms: Diapers Meet Reality Show at The Lipstick Economy.

meta

%d bloggers like this: