Ad forms used: Banners ads, pop-ups, e-mail, co-branded e-mail (with Kmart)
Target audience: Moms of infants and moms-to-be
Online exposure: In January 2001, Pampers had 5,1 million impressions; it had 7.9 million impressions during June (Source: Jupiter); Pampers spent $55,412 for 2.8 million during June 2001 (Source: NetRatings)
Results: A new campaign touting the site boosted traffic by 130%; Pampers.com visitors are 30% more likely to be loyal buyers
Launched in 1995, Pampers.com is now the centerpiece of a growing online effort for the Procter & Gamble Co. diaper brand, which has become the company's largest global online branding effort to date.
Pampers.com has become hub of an integrated direct marketing effort that includes e-mail newsletters and co-marketing messages from P&G and retailers, a points-based loyalty program, e-commerce supporting a gift certificate program and new-product launches, sweepstakes and market research efforts.
Pampers.com now operates in 11 languages and at least 14 countries, plus a Spanish-language site for U.S. Hispanics. A revamp last year included a customized e-mail newsletter from the Pampers Parenting Institute. And P&G also has used the e-mail database created by the site to drive co-branded messages, such as a spring mailing touting low prices on diapers at Kmart during its "Blue Light Always" campaign.
When Pampers revamped its advertising in 2000, the brand went beyond listing the URL to drive traffic. Pampers has used print ads and banner ads to pose questions readers go to the site to answer.
The new campaign helped boost traffic to Pampers.com by more than 130%, said Deb Henretta, president-global baby care, late last year. "If we can get consumers to the Pampers.com Web site, they are 30% more likely to purchase Pampers on a loyal basis."
Pampers.com had more than 1 million U.S. visitors alone in March, making it P&G's highest-traffic site and the No. 2 baby care site, according to Jupiter Media Metrix.
P&G is also using the site to give visitors perks. This spring, Pampers.com linked to PG.com to let consumers buy the brand's new Bibsters disposable bibs before they were in stores. Purchasers got a follow-up survey, and an online-offline contest for Bibsters will award $25,000 to the parent who submits a home video of the messiest eater.
Now, Pampers.com is sure to make an impact elsewhere at P&G. Jim Stengel, recently appointed P&G global marketing officer, played a key role in globalizing Pampers.com.