PAMPERS PURE LAUNCH – with Tom Daley & Lance Black

BACKGROUND

Our client approached us to provide broadcast support for a new product launch – Pampers Pure. They had a very specific request, to get them maximum coverage with a limit of only 5 interviews with their brand ambassadors Tom Daley & Lance Black.

OUR THINKING

Tasked with securing only 5 interviews, we had to be strategic in our approach to this campaign. Realising that Tom and Lance hadn’t undertaken any broadcast interviews since the birth of their son, we knew that the interviews would be hugely popular, so we only approached stations with the biggest reaches.

To enhance the interviews ON commissioned research looking into the things parents compromise on when they have children. This gave Tom and Lance the perfect platform to discuss the compromises they’ve had to make themselves and reiterate that only the best products will do for their son.

RESULTS

The 5 interviews we secured had a combined reach of over 56 million listeners. These included LBC, Heart Online, Global UK Network, Bauer UK Network and a 40 minute feature interview on BBC Radio 5 Live.