P&G launches parenting website

Procter & Gamble-owned Pampers is launching a series of online videos called ’Welcome to Parenthood’ attempt to increase its digital engagement with consumers.

The launch on Facebook and on Pampers website follows the PR disaster that the nappies brand suffered earlier this year in the US when customers complained against Pampers Dry Max on Facebook on how it caused rashes.

Thousands of people joined a Facebook page complaining about the nappies, which the company denied had caused harm.

The new parenting website follows the stories of three sets of real-life parents and their infants and will feature the real experiences and emotions behind the three couples’ journeys through various stages of new parenting.

The 14 episodes will follow the parents raising children at different ages. Episodes are five to six minutes long and will show new parents navigating milestones such as baby proofing their homes and potty training.

P&G is two years into a three-year plan to increase its digital engagement, with the percentage of its budget spent online climbing into the double digits for the first time, it is undersood.

This story first appeared on pitch

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