Pampers pioneers industry first with YouTube babies!

Pampers is launching its first new campaign in a decade with a film made entirely from YouTube clips. The user generated videos, capturing ‘real’ babies special moments have been edited together to launch Pampers new Love, Sleep & Play brand campaign.

Created by the global P&G team at Saatchi & Saatchi, the multi-media marketing campaign is set to launch across several key markets in Western Europe this Summer and will feature the inspiring and emotive 'Love, Sleep & Play' video, which brings to life Pampers’ philosophy for bringing up babies.

The film captures genuine baby moments reinforcing Pampers’ belief that there are many ways to raise a baby, none of which are right or wrong, but fundamentally all babies need for their happy, healthy development is Love, Sleep & Play. 

The 15 clips which made it into the final cut were selected from a pool of thousands.  Rob Burleigh, Pampers’ Global Creative Director at Saatchi & Saatchi, the video’s creator commented: “We really felt there was no other way of capturing the campaign’s sentiment and that the genuine emotion and joy of real babies couldn’t be told in a better way than by using the actual videos that mums and dads across the globe had uploaded of their babies.  Sourcing the clips was more difficult than you'd expect because we had to contact the content originators to gain their permission to use the clips and tracking down the owners of our favourite clips proved to be a labour of love for our TV department.”

When it came to gaining permission for the user generated content, the feedback from mums was overwhelmingly positive, they were absolutely delighted to be approached by Pampers and felt flattered and special that their video had been spotted amongst millions and chosen to be used. 

Mathilde Delhoume, Pampers Global Integrated Communications Director, commented: “There are a million ways to raise a baby and fundamentally parents know what’s best for their child.  Pampers is here to offer a little help every step of the way.  Because Babies are the focus of everything Pampers does, what better way to launch our Love, Sleep & Play campaign than by showcasing real babies?  Since we’ve always spearheaded product and marketing innovations, it’s great to see Pampers driving advertising firsts too.