We collaborated with Azercell, the leading mobile operator, to integrate their MMS service with the contest website. This allowed participants to simply take a picture with their phone and send it to the campaign's short number. This seamless process eliminated the need for complicated steps, making it effortless for parents to join the contest.
Additionally, we integrated the website with Facebook and other social networks to expand organic reach and boost interaction with our target audience. The integration facilitated easy sharing and voting, increasing engagement across multiple platforms.
The campaign was very successful, with over 2,000 babies participating. On the contest website alone, participants garnered 27,730 comments and 62,773 likes. The campaign's reach extended to hundreds of thousands of people on social media, significantly enhancing Pampers' brand presence and engagement among young parents.