How Pampers got 4 million toddlers reading with Snapchat VR story books

By Awards Analyst | The Drum Awards

June 15, 2022 | 3 min read

Pampers and Arcadia won in the Best Technology-led Innovation of the Year and the Mobile categories at The Drum Awards for Marketing 2022 for its Pampers AR Storybook. Here, we find out more about what went into this successful project...

The brief

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.

The idea

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.

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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 and Snapchat didn’t just partner together to reimagine story time, they launched an entirely new way to uplift parents and make books accessible with the power of augmented reality, helping to raise our brightest, boldest, most imaginative generation yet and close the million-word gap.

The results

The campaign saw 35 million Snapchatters reached, 145m augmented reality stories read to children, 363,000 hours spent reading together and the largest sales lift in Pampers history.

This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here.

And check out which of The Drum Awards are currently open for entry.

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