P&G Pampers
Driving Trust-Led Brand Growth Through Parenting Content & Community
Led brand recovery and growth initiatives for P&G Pampers in a highly WOM-sensitive parenting market, restoring trust and strengthening digital visibility following a reputational setback.
Through community-driven advocacy, localized storytelling campaigns, and strategic SEO optimization, I rebuilt credibility and improved brand presence across key search and parenting platforms.
Role
-
Account Executive
-
Digital Marketer
Period
2017~2019
Target Market
Korea
Client
P&G Pampers
Challenges
1 . Building Trust in a Highly Word-of-Mouth–Driven Parenting Market
The baby care category is heavily driven by WOM (Word of Mouth), where peer recommendations carry significantly more influence than brand advertising. Parents rely heavily on firsthand experiences shared within communities, creating a highly sensitive ecosystem where brand perception can shift rapidly.
2. Restoring Brand Credibility Amid Viral Safety Concerns
Following a French media report alleging the presence of harmful substances in Pampers diapers, concerns quickly spread through parenting communities and reached the Korean market. As conversations intensified online, brand trust declined rapidly, requiring an immediate and strategic response to prevent long-term reputational damage.
Outcomes
Optimized Naver search visibility through ongoing algorithm analysis, elevating positive brand content to top results.
Strategy
STRATEGY #1
Integrated Viral, SEO & Editorial Credibility Strategy
Led an always-on Naver blog viral program by rigorously selecting top parenting influencers based on content relevance, traffic, and audience size, while maintaining content quality through monthly trend-driven editorial guidelines. Through continuous analysis of Naver’s search algorithm and proactive SEO optimization, improved PC and mobile search visibility.
To reinforce trust beyond digital WOM, partnered with leading parenting magazines to publish branded editorial features. Through trusted parenting journalists’ voices, naturally integrated product USP and brand messaging within informative childcare content
STRATEGY #2
Trust Rebuilding Through Community Advocacy & Localized Engagement Campaigns
To restore brand credibility following the harmful-substance controversy, I rebuilt trust through a dual approach: activating loyal Pampers supporter moms as brand advocates and launching a localized emotional campaign that drove authentic community engagement.
By operating a structured supporter program with online/offline touchpoints and positioning members as micro-ambassadors, while simultaneously localizing a global brand film and running participatory social events, I gradually improved trust and sentiment within parenting communities.
Pampers Supporter Moms Event
Pampers Brand Campaign
