Our Work

Pampers

By June 14, 2019 No Comments

Intro

VJ Salomone approached ANCHOVY. with the aim of generating awareness for their new slashed prices on Pampers nappies. The duration of this campaign was 1 month, beginning mid-March and ending mid-April. Read more to find out how this project was tackled.

Intro

VJ Salomone approached ANCHOVY. with the aim of generating awareness for their new slashed prices on Pampers nappies. The duration of this campaign was 1 month, beginning mid-March and ending mid-April. Read more to find out how this project was tackled.

Strategy

The kick-off meeting was of extreme importance, as it was where we had the chance to fully understand our clients’ needs and what they wanted to achieve throughout this campaign. Their ultimate goal was to generate awareness about these new prices, as it is common knowledge that Pampers’ pricing places them squarely within a premium range of products. Therefore, it was of extreme importance that this price cut was communicated well all throughout Malta.

Strategy

The kick-off meeting was of extreme importance, as it was where we had the chance to fully understand our clients’ needs and what they wanted to achieve throughout this campaign. Their ultimate goal was to generate awareness about these new prices, as it is common knowledge that Pampers’ pricing places them squarely within a premium range of products. Therefore, it was of extreme importance that this price cut was communicated well all throughout Malta.

Tier 01

The aim of tier 1 is to generate awareness at the beginning of the campaign, and this will continue throughout the entire campaign. We decided to promote the most powerful part of the campaign using a video that would include all the new offers and slashed prices that Pampers are now offering.

Tier 02

The aim of this is to continue with the awareness generation part of the campaign, whilst highlighting the offers individually. We decided to incorporate these into 5 different static posts, each containing different offers of different Pampers packs.

Process

We devised a creative concept in order to meet the clients’ expectations throughout this campaign. This was done in such a way to highlight the slashed prices, whilst also keeping in mind the premium aspects of Pampers Nappies. Once these were all created and approved, we quickly moved on to going live and scheduling these posts.

The Tier 1 video went live first, generating a lot of awareness and curiosity from prospective clients. This video was a hit, with the video generating the exposure and awareness needed. This can be seen from the relevant engagement numbers.

The rest of the assets, including five static posts, were scheduled to go live around 3-5 days apart. It was done in this way in order to keep interested clients updated with each offer, and thus, constantly reminding them of the different offers on different packs.

Process

We devised a creative concept in order to meet the clients’ expectations throughout this campaign. This was done in such a way to highlight the slashed prices, whilst also keeping in mind the premium aspects of Pampers Nappies. Once these were all created and approved, we quickly moved on to going live and scheduling these posts.

The Tier 1 video went live first, generating a lot of awareness and curiosity from prospective clients. This video was a hit, with the video generating the exposure and awareness needed. This can be seen from the relevant engagement numbers.

The rest of the assets, including five static posts, were scheduled to go live around 3-5 days apart. It was done in this way in order to keep interested clients updated with each offer, and thus, constantly reminding them of the different offers on different packs.

Social Text

The social text was a major priority for this campaign. The social text had to be well written, as well as inclusive of all information that was being explained in the image. It was important that the text is short and sweet, as well as informative to give all necessary information to prospective clients.

Targeting

It was of utmost importance to target the right people who we thought would be interested in these adverts. Therefore, both males and females were selected and more detailed targeting was utilised. Motherhood and Fatherhood formed part of the demographic targeted to make sure that only interested parties were exposed to the adverts.

Targeting

It was of utmost importance to target the right people who we thought would be interested in these adverts. Therefore, both males and females were selected and more detailed targeting was utilised. Motherhood and Fatherhood formed part of the demographic targeted to make sure that only interested parties were exposed to the adverts.

Final result

It’s safe to say that this campaign was a success. It performed well from the beginning, showing that the strategy was strong. The client was pleased with the results as they allowed them to surpass their KPIs for this campaign, which were about ultimately generating awareness and spreading the word about these slashed prices.

Final result

It’s safe to say that this campaign was a success. It performed well from the beginning, showing that the strategy was strong. The client was pleased with the results as they allowed them to surpass their KPIs for this campaign, which were about ultimately generating awareness and spreading the word about these slashed prices.

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