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The Challenge

When Pampers launched their new “Cruisers” diaper, they led with the obvious benefit: Pampers Cruisers keeps your toddler 2x drier. Unfortunately, that mass media message fell flat. They asked Tremor to develop a talk-worthy message that would reinvigorate sales by positioning the product in a new way.

What we did

We used our proprietary research method to uncover an unexpected benefit: “Pampers Cruisers are so thin, they’ll fit in your favorite little purse so you can ditch the diaper bag.” Then we scaled a micro-influencer trial experience that our members still talk about: a simple little purse that contained free product and a catchy message that went viral.

Outcome

$4.29 ROI

35MM impressions

27% Lift in Talkability

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