The Web Marketing Association is proud to present this 2022 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Consumer Goods Social Media Campaign
Even in the best of times, parenting can be an isolating job. And this past year made parents feel even more alone. Parents with babies listed “lack of support” as the most unfair part of a really difficult year. So Pampers, a brand that always wants parents to feel the love, wanted to make sure they especially felt appreciated in a time when their usual support systems had been disrupted.
We created a film to remind them of the special strength they possess. And we did so with a little help from the classic children’s book The Velveteen Rabbit, repurposing the words to give parents an empowering perspective about their bond with their babies. Most importantly, our film encouraged others to reach out to parents they know who could use a little love.
#MillionActsofLove created opportunities to celebrate parents. For Mother’s Day, we created Love Cou‘pins’ on Pinterest. And on TikTok, we made an overlay that gave people suggestions for what their act of love could be.
Gallons of grateful tears later, the film received over 95 million views in one week (nine times the campaign goal). And the campaign garnered 10.3 billion views on TikTok, making it Procter and Gamble’s most viewed TikTok campaign ever.
The campaign also generated 21.4 million earned media impressions, with 99% positive consumer sentiment.
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