Pamfit for Pampers
Pamfit was proposed for the P&G Challenge 2015, in which the objective was to raise the awareness of any brand under the umbrella. The concept clinched first place and is now incubated in Singapore. The following is a summary of the proposal.
Finding baby diapers that best fit has always been a problem. Parents want the best fitting diapers for their babies. However, they are frustrated with the need to go through trial and error before finding the best fitting ones to prevent rashes, abrasion and leakage. Various brands in the market offer different size and fitting standards despite similar weight categories. Especially for first-time parents who purchase the wrong fit, it is both perplexing and financially taxing as the purchase cycle is repeated.
To generate more sales and in turn gain market share, product assurance is key to persuade more increasingly well-read and IT savvy parents. A digital experience will be introduced in baby fairs where high crowd interest and exposure can be generated among such customers.
Using 3D scanning to map out the contours of a baby’s buttock, Pampers can accurately match and determine the right diaper size. As a result, curiosity of the brand is invoked and it portrays Pampers taking the comfort of a baby seriously. The focus of the event should highlight how, similar to clothing, Pampers’ diapers offer tailor-fitted sizes to each and every baby.
To ensure loyalty, a mobile application was proposed to allow stakeholders to obtain key information about sizing, purchase products and skin conditions. More importantly, it becomes a convenient platform to connect with other parents.
The babies’ growth can be tracked via a mobile application whereby parents will input the exact waist and thigh measurements of the baby. A product will then be suggested based on the data input. If desired, they can choose to purchase as well.
When skin conditions arise, parents can snap and upload a photo of the affected area into the application. Subsequently, the image will be mapped against a database and corresponding diagnostics and recommendations to relieve the condition will be provided.
Subsequently, the image will be mapped against a database and corresponding diagnostics and recommendations to relieve the condition will be provided. Evidently, Pampers continuously work towards improving the lives of parents and babies while focusing on the baby's development.
Fitting and skincare are the two most tangible criteria in choosing the right diapers. Using this digital experience to focus on these two aspects, Pampers has an edge in convincing educated parents to make it the primary choice. As the brand accompanies parents on this journey, their babies are assured of the best fit even as they grow.