The Pampers Facebook page launched in April 2009 and now has more than 1 million likes. That’s a solid number of consumers that it is engaging with making the page a good base to launch a new initiative on a dedicated tab, Mi milagro. Nuestra herencia.
The new forum, which debuted last November, provides new Hispanic moms with a gathering place to connect and discuss their cultural roots, baby care tips, children and families. About 47,000 moms have already found the tab with 3,000 likers talking about it.
“It really wasn’t about the number of fans on the page,” Felix Olmo, Pampers brand manager, said. “Last year we launched our “Miracles” campaign within the Hispanic community before general market, so we began with programming on the Facebook page pretty quickly. This campaign seemed like a nice, natural progression and expansion of our “Miracles” campaign.”
A sweepstakes and weekly giveaways are supporting the launch and will supply Pampers, a Procter & Gamble brand, with all important consumer information for it to stay in touch with these moms. Fans participate in weekly cultural body suit drawings. One family will win the grand-prize vacation to visit a Latin American country. The promotion ends May 31.
“Facebook, and all social media, is important to Pampers,” Olmo said. “It is the fastest, most real-time way to connect, one-on-one with parents every single day. Facebook helps us better our campaigns with instant feedback and amplify our campaigns but also provides a great “focus group” to get feedback immediately on our product and campaign.”
To get the word out about the new online community and promotions, Pampers partnered with key influential Latina mommy bloggers, or blogueras, from across the country. It monitors the site on a steady basis to update content and function based on users habits and feedback.
“The challenge is the same for Facebook as with every social media channel,” he said. “ It’s being on every single day, 24/7. Social media has changed our brand, how we talk to parents and how we plan our campaigns to more real time and change as we go along.”
Understanding the ROI of Facebook and the metrics that can be applied continue to be a challenge for brands. Corporately, P&G said it is working closely with Facebook to attribute the right measurements to the channel.
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