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Pampers Premium Care is the flagship range of one of the most recognised baby-care brands in the world. The launch in the GCC market of the new diaper with "Absorbent Channels" technology — an absolute first for the region — required a strategy capable of generating credibility, conversation and desire simultaneously on two distinct planes.
The Gulf context is complex and layered: a market in which trust is built through the voices of the parenting community — the mum influencers — but also through birth professionals, the doulas, who act as trusted advisors in the most sensitive moments of motherhood.
Mayor Digital defined and managed a dual-track approach: consumer engagement through selected influencers, and professional activation through the GCC doula network — two parallel channels, one brand message, a coordinated presence at the moment that mattered most.
Two channels, one goal: bring the new Premium Care into the hands — and the stories — of the right people, at the moment they matter most.
Every hamper was crafted down to the smallest detail: Pampers Premium Care, premium baby accessories, high-end packaging. An object to be opened, photographed and shared — designed to turn every recipient into an authentic voice of the brand, in the most emotional moment of motherhood.
"Two parallel and complementary channels — influencers for consumer reach and doulas for professional credibility — coordinated around a single brand message for the launch in the Gulf."
The launch of Pampers Premium Care in the Gulf generated coverage across the leading regional media — amplifying the brand message well beyond the activation campaign.
Every great achievement starts with a well-constructed strategy
