help
Helping Mothers in Need
In designing a traditional charity campaign for Pampers and dm, we focused on insights into consumer behavior drawn from a study on responses to cause-related marketing. The research indicated that consumers appreciate authentic brands that allow them to contribute to social causes through everyday purchases. A key issue they face is the desire to help without feeling an added financial burden. Therefore, we crafted a campaign that simply and directly links every purchase of Pampers products to supporting mothers in need.
| Client |
Orbico
|
| Service |
Creative and design
Shopper marketing
Social media
|
| Team |
Diana Gajić
Darja Štukelj Rus
Anja Grabar
Amelija Umek
|
| Year | 2024 |
In-Store Promotion
As part of the project, we implemented an effective diaper collection campaign. For every purchase of a Pampers product in dm stores or on the dm.si online shop, one diaper was donated to mothers in need. To promote the campaign, we designed posters in various sizes, wobblers for in-store display, print ads, and online banners, informing users about the initiative and encouraging participation.
Influencer Promotion
To extend the campaign's reach, we collaborated with online influencers who supported the charitable initiative across their platforms and channels. They informed their followers about the project’s importance, highlighted its mission, and encouraged active participation. This approach allowed us to reach a wide audience and enhance the campaign’s visibility, contributing to the success of the diaper collection and raising awareness about the challenges faced by mothers in need.
Results
As part of the campaign, we collected diapers for 10,000 changes and laundry detergent for 10,000 washes, which we presented to the charity organization Anina zvezdica with a symbolic voucher. Through this initiative, we contributed meaningful support to families in need.
