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KES business Value Delivered
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unique reach on digital
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website visits
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social video views
Challenge
Kenyan dads have a reputation for not doing enough with most of them being absentee fathers, a trend that is rising at an alarming rate. Despite their being fathers who have embraced the reverse of gender roles and are actively doing their part. There is still a large group of fathers who are unavailable both emotionally and financially hence contributing to the "Deadbeat Dad" club
Solution
Children who grow up with a father figure make for stronger adults which sadly isn't the case as Kenya records one of the highest rates for single-parent families in Africa. By selecting fathers from different backgrounds with certain levels of influence on society, Pampers aimed to spark a much-needed conversation on the role of fatherhood in today's society.
Result
The campaign reached 2.6 Million people and gaining over 1.1 Million views and over 400,000 views on YouTube and Facebook respectively on its release while managing to provoke the society to open up more on the challenges the Kenyan family faces especially with dads and ultimately placing the brand as a thought leader in the Kenyan market.
- KES 7M Business Value Delivered
- 1M Unique reach on digital
- 100,000+ Websites visits
- 230,000 + Social video views
About the campaign
We rolled out the campaign plan in three phases. Phase one involved generating more engagement with the dads on the Pampers page while phase two involved releasing a two-part video series featuring the team of six fathers with their little ones sharing with Kenyans their lessons of fatherhood. And with the last phase, we used video content to accelerate engagement by telling stories that Kenyan dads could easily relate to while challenging them to take up the mantle and be better fathers
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