PAMPERS GAME FACE
What do babies and Olympic athletes have in common, other than a wardrobe full of onesies? Some pretty iconic facial expressions.
So when Pampers challenged us to put a baby-centric spin on the 2014 Winter Olympics, we created an app and a social campaign inviting people to make memes out of their own babies’ Game Faces.
As the sole writer on the project, I wrote over 100 lines for the meme generator in addition to Twitter/Facebook post copy. While most of the lines were planned in advance, many of them were written in real time during the Games, reacting to moments that got people talking.
Our engagement rate on Twitter was 6x higher than P&G averages and we received over 25,000 submissions, far exceeding the original goal of 10,000.
Social/Digital
The Pampers Game Face app allowed parents to create their own memes by uploading a pic of their baby’s Game Face and choosing from over 100 captions.
We shared people’s memes on Facebook and Twitter throughout the Olympics and created several real-time posts referencing key moments during the games.
