Pampers brings pregnancy to the Web with video series
CINCINNATI A popular diaper brand is launching a Web series series documenting the real-life journey of a young couple as they experience pregnancy and birth for the first time.
“A Parent Is Born,” is a 12-episode series, which debuts on Pampers.com Monday, and also includes a syndication plan with a number of partners online.
“A Parent Is Born” is a docu-drama series following a real couple, Suzie and Steve, along their path to parenthood. The series captures the range of challenges, fears, excitement and joys that come with having your first child. The episodes are 4 to 5 minutes in length and will live on the recently redeveloped Pampers Village Web site, which continues to offer new content and features to delight current parents and parents-to-be where they live, work and play. “A Parent is Born” is an honest, entertaining, portrayal of a couple’s amazing journey from the 15th week of pregnancy through the first month post birth.
“Pampers understands there are experiences to be faced long before the baby even comes,” said Jodi Allen, North American VP and general manager for Pampers. “The ‘A Parent is Born’ series is an authentic look at the joy and excitement, as well as the challenges and fears that go along with becoming a parent. We are excited to enhance the Pampers Village Web site and provide consumers with compelling video content that not only informs new parents-to-be, but also provides some nostalgic moments for parents looking back at their own journeys.”
The debut of “A Parent Is Born” will also be enhanced by the airing of a 30-minute version of the series on DirecTV’s VOD platform from Aug. 24 to Aug. 30, and the series will be promoted on TLC that week.
The “A Parent is Born” series is the result of a collaboration between Pampers and Procter & Gamble Productions, the division of P&G that connects consumers and brands through engaging and entertaining content. The series is sponsored by Pampers and was created and produced by The ZiZo Group, a digital content strategy company working in partnership with PGP.