How Pampers Got 4 Million Toddlers Reading With Snapchat VR Storybooks

Pampers and Arcadia won Best Tech Innovation of the Year and Mobile categories at The 2022 Drum Awards for Marketing for his Pampers AR Storybook. Here we find out more about what happened in this successful project…

The Brief

Pampers is the #1 pediatrician recommended brand in the United States, committed to helping babies, supporting parents and protecting the world that little ones will grow up in. When reports in the United States indicated that 4 million children under the age of three had never been read to in their lifetime, Pampers set out to change that. He turned to Snapchat to help him with his new goal: bringing books to families through the power of augmented reality.

The idea

In partnership with Snap, each Pampers box has been transformed into a magical storybook using augmented reality. The parents held their phone cameras up to the box and Snapchat’s image recognition technology did the rest. By scanning the Pampers logo or visiting its public profile on Snapchat, parents can unlock a collection of children’s classics like Twinkle, Twinkle Little Star and Peter Rabbit, bringing books straight home.

It also aimed to celebrate important cultural moments and contemporary topics like Pride Month, with The ABCs of Pride, and The Flight of Bessie for Juneteenth and Black History Month.

Leveraging Snapchat’s reach of 30 million parents each month, the launch of Pampers AR Storybook was promoted with out-of-home, digital and influencer campaigns in urban markets and became an integral part of the “Open Your Snapchat” from Snap. Pampers and Snapchat didn’t just team up to reinvent storytime, they launched a whole new way to elevate parents and make books accessible through the power of augmented reality, helping elevate our brightest, boldest and most imaginative generation yet and closing the million-word gap.

The results

The campaign saw 35 million Snapchatters reached, 145 million augmented reality stories read to children, 363,000 hours spent reading together and the biggest increase in sales in Pampers history.

This campaign won the 2022 Drum Awards for Marketing. You can see all the winners here.

And find out which of the Drum Awards are currently open for entries.

About Marcia G. Hussain

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