pampersWhile many brands featured in the Flash of Genius segment of our inaugural Digital IQ Index: Personal Care China report used flashy tactics to grow their fan base, Pampers took a slower approach. Consumers who register on the Pampers brand site are asked to enter their baby’s gender and date of birth to receive personalized emails with baby care tips and recommended products. Fans can join the loyalty program, which extends to the brand’s Tmall shop and uses Tmall’s mobile CRM tool Weitao, to redeem purchase points for gifts.

Pampers took its role as an information source for new mothers to a new level by upgrading its BBS site to include real-time chats with pediatricians and other new mothers. Fans were encouraged to participate in discussions to earn a “Golden Mother” status, which would reward them with priority access to pediatricians for asking questions. Pampers promoted the upgraded Live BBS site on social media and third party BBSs Babytree and Yaolan.

The campaign was successful judging by the Weitao account’s more than 100,000 fans, far higher than the Index average of 35,000. Proof that simplicity can triumph complicated ideas.

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