Prezentarea sustinuta de d-na Cornelia Sofronie - External Relations Specialist, P&G - in cadrul evenimentului IAB Forum Romania, 5 Octombrie 2011, Bucuresti

1. Pampers UNICEF
Balkans JF2011
1=1
1

3. Vaccines
Romania donated 1.3 millions vaccines, rising the overall
donation to 5.8MM vaccines since start-up of the campaign in
2008.
Romania
Unicef 3.0/ JF11: 1.3MM vaccines

4. HOW THESE RESULTS WERE ACHIEVED?
Local amplification ideas with clear
focus on Digital, Influencer and In Store

5. Pack Design
ER: Partnerships w
Magazines, In Store: Customized
Celebrity Bloggers exploitations and POSMs
and Social Media
Facebook
contest-
Mosaic of 1 pack = 1 life
life saving vaccine
Local
Topspin Double Help- donations
to maternities voted
by consumers ‟ Local
In Store: Trial/Loyalty campaign, Topspin
Demo (diapers+ wipes) and ER: Launch Events, Celebrities
Customized POSMs - Local Topspin POSMs, Call to action from an
unprecedented number of
celebrities -
Local Topspin
Mosaic of life OOH -
Local Topspin

6. Communication Plan
Who Barriers:
I need help first, before I start helping others
I am more interested in helping kids in need from my own countries rather than the ones in other
countries
Seeding Call to action Thank you
Buzz & Enable Awareness & Engagement Emotional Connection
Create awareness on the cause and
explain how easy it is to help save a
Recruitment of ambassadors: use Build emotional connection with
life.
various ambassadors and build mums, make every mum a hero of
Enable mothers to spread the message
credibility. the cause.
to others by transforming them in our
spokespersons
Touch points
PR: influencers (celebrities , doctors, real mums), news (thank you phase)
Online: i-media, facebook Online: Pampers Village, facebook, parenting forums

7. Initiative Timeline
Dec'10 Jan'11 Feb'11 Mar'11
In-store
Facebook: 1=1 Pampers Mosaic for Life Thank You OOH
PR Seeding 4 Maternities: Opening events PR:Thank You

8. Objective behind
Digital
„ Drive fast Awareness of the cause: build WOM.
‟ Focus on WIN as a community vs WIN as an Individual
‟ Empower mums
„ Build Engagement to mums

9. 1=1 Mosaic of Life
„ Enter the Pampers 1 = 1 Mosaic of Life to support:
„ Global cause: become Pampers ambassador & drive awareness
within your community to help eliminate new born Tetanus
+ Local cause: be a decisive factor of the local cause ‟ Pampers
will make a donation to the maternity you support

10. Mechanism
„ Step 1: Go on Pampers Facebook page
„ Step 2: Upload a picture of your little one showing his
support for the 1=1 campaign
„ Step 3: The picture will automatically enter the Pampers
Mosaic for Life building the KV of the campaign
„ Outcome:
‟ At the end of the 6 weeks activation 1 BIG OOH = symbol of the fight
against Tetanus will be created from all the little 1=1 pictures
gathered
‟ Every 2 weeks, a maternity will be renovated in the city
supported by most mums entering the Pampers Mosaic for Life (8
maternities in Total “renovated” by consumers choice ‟ in
Bucharest, Timisoara, Brasov and Iasi)

11. The Execution
Gallop II to UNICEF III

12. Facebook Calendar:
- Leveraging Past
documentaries
- PR Endorsers &
Events
- Videos, pictures
- Call to action for
in-store every 3
days & advertise in-
store activations

13. PIMP Your
Profile

14. Creating Life Saving Invites:
e.g. Mark this day in your
calendar & your friends
calendar not to miss
last day for entering
the Mosaic

15. Leveraging all
Local Help
activities on
Facebook
Community
also

16. Enabling WOM within Pampers
Facebook communities:
- We revealed the Endorsers to
mums 1 by 1 closing with a video
with all their testimonials to
keep the fans alert & engage them
(Dec-Jan)

17. Ambassadors
Romania
We secured Unprecedented number of Celebrities
to support the cause

19. Final Thank You OOH

20. Community Doubled in the
4 Weeks of Mosaic!
Total Fans in Romania after Total Fans in Romania after
Pampers Gallop II: Pampers UNICEF III:
>6.000 > 13.000
189 Fan Growth Idex in Romania WITHOUT any incentive for mums
> 3000 pictures posted for the Mosaic

21. Thank you for
helping us save
babies lives!