Young parents — especially first-time mothers — often feel overwhelmed and anxious during the first year of their baby’s life. They seek expert advice but are also deeply influenced by peer opinions and online communities.

We understood that Pampers’ greatest opportunity was to act not as a distant authority, but as a reassuring, always-there companion, helping mothers feel more confident and supported — not only in choosing a diaper, but in parenting itself.

We created the Pampers Board of Experts — a digital content and interaction platform built as a Facebook App, where young parents could get reliable answers from professionals to their most pressing baby-care questions.

The campaign featured a trusted panel of experts: pediatricians, psychologists, gynecologists, and other medical professionals — all ready to share their advice. The platform allowed parents to:
 

1. Watch expert-led videos on newborn health and development
2. Ask their own questions and get personalized replies
3. Read answers to common concerns and browse helpful parenting tips
4. Feel reassured that their questions were being taken seriously by real specialists

Pampers Board of Experts helped position Pampers Premium Care as a trusted partner in parenting. Engagement exceeded expectations: parents not only consumed content, but actively participated, asked questions, and shared insights.

The campaign built brand equity and deepened emotional loyalty by offering real help at the most sensitive moments of a parent's journey — reinforcing that premium care is not just about products, but also about knowledge, empathy, and connection.