Pampers is the global leader in the disposable diaper category, and Procter & Gamble’s largest brand. They were looking for a way to engage their target audience with the SplashersTM Swim Pants brand prior to the summer swimming season and drive traffic to the product website.
Kyp developed a parent’s swimming safety guide for Pampers using the iKyp webkey format. Distribution was identified, negotiated and executed by Kyp, targeting entertainment resorts and leisure centers during the enrollment period for toddler spring/summer swim classes.
The iKyp included safety tips from the Swim for Life Foundation and the webkey was used to drive consumers to a dedicated website for SplashersTM Swim Pants.
The client hoped that 5% of all recipients would visit the website using their iKyp webkey. However, the iKyp webkey far surpassed their expectation with a whopping 12.3% response rate!
“The iKyp is an incredibly engaging tool that not only captures, but holds people’s attention in a time when it is harder and harder to do so. We were very impressed with how targeted our distribution was. I am confident that almost every iKyp got into the hands of someone in our target market.”