Pampers, a subsidiary of Procter & Gamble, is one of the world’s best-known names in baby care. This baby care brand achieved a low-cost app installs with young parents when running targeted Facebook and Instagram ad campaign.
Increasing app installs
The plan to encourage parents in Japan to register as Pampers Club members by downloading the app. The Start-up Pampers team, which handles digital products for the Pampers Club brand got started. The Pampers Club app allows members to collect points with every Pampers purchase and redeem them for gifts.
The target- young parents
Pampers aim is to connect with young Japanese parents of babies and toddlers for this campaign. Facebook’s targeting possibilities presented the perfect solution. By doing this Pampers partnered with global performance marketing agency yellowHEAD they wanted to run targeted campaigns across Facebook and Instagram. This would results in more brand awareness so Pampers were able to get more sales.
Pampers and yellowHEAD were interested in target audiences and a lookalike audience based on existing Pampers Club members. This was so they could target high-value audience groups.
In a series of split tests, different ad creative was shown in Facebook News Feed, Instagram feed and Stories. Each one inviting parents to download the app and start collecting points—and turn diapers into rewards.
Ad performance was analysed daily and based on the results. The team optimised audience segments, ad placements, ad creative and more to reach goals for the main conversion metrics.
Growing the family
Pampers successfully boosted Pampers Club app installs during its month-long 2019 campaign, with more than half of installs resulting in key actions within the app:
- 75% lower cost per install
- 5X more web traffic, compared to previous campaigns
- 60% of app installs resulted in valuable in-app actions (purchase code scans and rewards redemption)