Pampers
Pampers, by Procter & Gamble, sets the gold standard for baby care and diapers in the Middle East. By combining global innovation with deep Arabian parenting values, the brand has built a strong presence across the Gulf Cooperation Council, including Saudi Arabia and the United Arab Emirates. From its Premium Care range to localized digital engagement, Pampers remains one of the most trusted names for modern families—staying true to its promise of “Love, Sleep, and Play.”
14.9M
Impressions
9.2M
Reach
30K
Engagements
0.3%
Eng. Rate
28K
Likes
The Objective
Pampers Arabia aimed to solidify its position as the leading choice for parents across the GCC region. The campaign was designed with two core goals:
- Market Penetration: Expanding brand footprint within the high-value Arabian parenting demographic.
- Bottom-Funnel Action: Converting brand awareness into trust-driven intent and localized market authority.
The Strwbery Strategy
We bypassed generic reach in favor of a culturally nuanced, high-impact approach led by Strwbery:
- Geo-Specific Creator Selection: We deployed 8 Mega Influencers with deep-rooted influence in the Arabian market, ensuring the brand message felt local, authentic, and credible.
- Format Focus (Reels): Leveraging the high-velocity distribution of Instagram Reels, we optimized for maximum organic discovery and engagement.
The Results: By The Numbers
Top-Funnel (Awareness & Reach)
The campaign achieved massive scale, ensuring Pampers remained the dominant voice in the category.
- Total Video Views: 11,343,000+
- Total Impressions: 14,859,330
- Unique Reach: 9,074,400
Mid-Funnel (Engagement)
High interaction rates confirmed that the content resonated deeply with the target audience.
- Total Engagement: 30,473
- Total Likes: 28,156
- Total Shares: 1,563
- Total Comments: 754
The Takeaway
The Pampers Arabia campaign demonstrates the power of combining Mega-Influence with Hyper-Local Strategy. By utilizing Geo-Specific creators, we achieved a "Unique Reach" of over 9 million parents. The significant number of Shares (1,563) acts as a digital endorsement, proving that our strategy successfully moved the needle from simple awareness to community-driven advocacy. This campaign didn't just reach the market—it penetrated it.
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