Pampers

Implement Pampers photo contest for babies under 2 years old.

The primary barrier preventing people from participating in contests is the sophisticated process. So we had to make it easier than sending a photo by e-mail and uploading it to the website.

We worked closely with Azercell, the leading mobile operator, to integrate their MMS service to the contest website so that all the participants had to do was to take a picture with the phone and send it to the campaign's short number. We also integrated the website with Facebook and other social networks to gain wide organic reach and boost interaction with the target audience. More than 2,000 little participants gained 27,730 comments and 62,773 likes on the contest's website alone. The campaign also reached hundreds of thousands people in social media.