Pampers in Asia have set out on the quest to reposition the brand in the premium segment within baby/childcare products. Pampers saw the opportunity utilising trustworthy and influential mothers in Singapore to explain that only the best is good enough for their little loved ones. In a focused campaign, Pampers collaborated with 18 influencers in a campaign that highlighted both the high quality and technological excellence - the Magical Pods, put in the products.

The participants were tasked to create content promoting the brand through their Instagram channel either through a video or a regular post. This resulted in 18 unique posts, 14 photo stills and 4 videos, featuring the mother and her child in a loving and caring environment with the message of providing only the best for their children thanks to Pampers and its new Magical Pods.