(a) After stating the brand and campaign you are working on, explain what the campaign

aims to
achieve in terms of communication/ business objective.

Brand: Pampers
Campaign: #DadsCanChange
Strategy: Pampers is mom’s partner in getting dad more involved with diaper duty.
Campaign Aim: Improve brand relevance & brand momentum. Pampers has made a name for
itself by building a relationship with new mothers, the same relationship that all diaper
companies make. But with the entire category’s messaging all being the same, we must find a
way to stand out in the minds of new parents.
Defend market share and sales in this increasingly competitive category

(b) Who is the campaign targeting? Give an account of the target audience profile including
demographic, psychographic and any other mean of segmentation that has been used.

There are 36 million dads whose partner are either expecting or has a child 2 years or younger.
After countless surveys and interviews with new parents, We uncovered 4 segments of dads. We
choose to focus on the Doing their Darndest Dads and In Denial Dads (a combined target of 21.6
million) who want to better fathers but just need a little nudge. The Doing Their Darndest Dads
are looking for a little acknowledgement that they do help out around the house. And the In-
Denial Dads are seeking social acceptance reinforcement that it’s okay to be an involved father.

Trojan Horse Secret Plan: Our Campaign is unique because it uses what we call a “Trojan Horse”
technique. From the outset, it appears as if we are targeting dads. And we are. But we know
that so doing so we will win over the millions of moms as well. After all, 86% of moms say they
favor brands that encourage dad’s involvement. While we win over influence with dads, we will
also be reinforcing the influence of Pampers in the minds of their loyal core consumers: moms.
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Combination of communications channels which is used for the purpose of
advertising particular goods or services by any particular business
entities.

for example television, radio, billboards, online websites, social media

platforms like email, facebook, twitter, etc.
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Tv Ad : https://www.youtube.com/watch?v=_VGOrKxsvk0

FB Social experiment:
https://web.facebook.com/Pamperspakistan/videos/1929534523760300/?_rdc=1&_rdr