"Pampers is the number one pediatrician-recommended brand in the US, committed to helping babies, supporting parents and protecting the world little ones will grow up in. When reports in the US indicated that 4 million children under the age of three have never been read to in their lifetime, Pampers set out to change that. It tapped Snapchat to help with its new purpose: to offer families books through the power of augmented reality."
"In partnership with Snap, every Pampers box was transformed into a magical story book using augmented reality. Parents held their phone's cameras in front of the box and Snapchat's image-recognition technology did the rest. By scanning Pampers' logo or visiting its public profile on Snapchat, parents can unlock a collection of children's classics like Twinkle, Twinkle Little Star and Peter Rabbit, bringing books directly into the home."
"It also aimed at celebrating important cultural moments and contemporary topics like Pride month, with The ABCs of Pride, and The Flight of Bessie for Juneteenth and Black History Month. Leveraging Snapchat's reach of 30 million parents every month, the Pampers AR Storybook launch was promoted with out-of-home, digital and influencer campaigns across urban markets and became an integral part of Snap's 'Open Your Snapchat' campaign."
Pampers is the number one pediatrician-recommended brand in the US, committed to helping babies, supporting parents and protecting the world little ones will grow up in. Reports indicated four million US children under age three had never been read to, prompting Pampers to provide books through augmented reality. Every Pampers box became a magical storybook via Snapchat image-recognition; scanning the logo or visiting Pampers' Snapchat unlocked children's classics like Twinkle, Twinkle Little Star and Peter Rabbit. The program also included culturally relevant titles such as The ABCs of Pride and The Flight of Bessie. Launch promotion used out-of-home, digital and influencer campaigns across urban markets and tied into Snap's Open Your Snapchat campaign, leveraging Snapchat's reach of 30 million parents monthly. Campaign results included 35 million Snapchatters reached, 145 million augmented-reality stories read to children, and 363,000 hours spent reading, demonstrating substantial engagement and increased access to books.
Read at The Drum
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