Dive Brief:

• Procter & Gamble's Pampers diaper brand announced a new campaign highlighting the importance of babies being able to sleep through the night without leaky diaper-induced interruptions and also educating parents on how babies' sleeping habits affect the entire family, per a press release. Vanessa and Nick Lachey will serve as celebrity brand ambassadors for #SleptLikeThis to promote the Pampers Baby Dry diaper.
• #SleptLikeThis plays on the social media trend of #WokeUpLikeThis, where people post makeup-free or messy-hair morning selfies after they get out of bed. Pampers's campaign includes an online quiz for parents to discover their baby's 'sleep personality' to share on social media and also features parenting tips from the family therapist and "Sleep Lady" Kim West. Parents who take the quiz can win weekly prizes through March 13, with a grand prize of a year's supply of diapers and $2,500 for a nursery makeover.
• The campaign additionally includes a spoof-style video featuring YouTube parenting channel "What's Up Moms" conducting a "wet test," where they sneak into people's homes at night and pour water on sleeping parents to demonstrate the impact wetness has on sleep.

Dive Insight:

Pampers taps into a number of trendy marketing tactics including richer content marketing and both celebrity and social media influencers with #SleptLikeThis, while also giving frazzled parents a chance to engage — and commiserate — with their peers about their lack of sleep and learn more about their babies. Interactive experiences like the quiz bring an educational element into the campaign that might deliver more value for consumers. Pampers is also using the strategy to encourage social media sharing and engagement, giving parents the chance to be a part of a community of fellow moms and dads. The effort's spin on #WokeUpLikeThis could resonate more with digitally-savvy millennial parents; those same parents might turn to apps and YouTube channels like "What's Up Moms" for advice and entertainment on raising their kids. 

The quiz itself plays on the highly-sharable "What _____ are you?" format popularized by publishers like BuzzFeed. The approach here, where an informational component is blended into the campaign, lines up with P&G Chief Brand Officer Marc Pritchard's vision to improve the overall quality of marketing content. He recently highlighted Pampers Rewards program's one-to-one marketing initiatives as a model for how brands can stay connected to consumers at multiple touchpoints even outside of the buying journey.

#WokeUpLikeThis follows other recent Pampers campaigns with a heavy social and digital focus. In November, it unveiled a social responsibility push to support Prematurity Awareness Month in a partnership with March of Dimes. The "Littlest Fighters" effort featured videos, user-generated content and out-of-home interactive experiences. Parents were encouraged to share the stories of their babies' "fighting spirits" with the hashtag #LittlestFighters. Each post share triggered a $5 donation to March of Dimes, pointing to the growing role of mobile and social media play in the way brands approach cause marketing initiatives.