Brand film for Pampers and Fairy Non Bio

To build audience trust and turn customers into fans.

Yahoo fairy pampers
Yahoo fairy pampers

The brief

Yahoo!’s Lifestyle online channel is about the more personal things in life: being healthy, bringing up children and relationships. With a primarily female target audience, brands like Proctor & Gamble (P&G) can see the value of using the channel to reach a specific audience. Based on our broadcast TV heritage and understanding of the Yahoo! Lifestyle audience, we were approached to come up with branded content ideas to engage new parents.

Manic day working with lots of little people! The team is not looking forward to tidying this all up...

Yahoo fairy pampers
Yahoo fairy pampers

Our solution

Every parent wants to know they are doing the right thing for their baby; they know there is no magic formula but they are hungry for guidance and reassurance.

Our approach with Pampers was to create 12 x 2-3 minute ‘as live’ videos called ‘Love, Sleep, Play’ that surround hot parenting topics – skincare and sleep. We captured Mums chatting to family GP, Dr Ellie Cannon. The ‘as live’ format really worked because it allowed us to capture the exclusivity of a first-hand discussion whilst ensuring that contributors spoke openly with experts without the added pressure of live TV.

For Fairy Non Bio, we produced 4 x 12 minute videos called ‘Mum’s Tips and Tales’, which combines personal stories with shared experiences.

We continue to work closely with Yahoo! and have just delivered more episodes  for both ‘Mum’s Tips and Tales’ and ‘Love, Sleep, Play’.

Yahoo fairy pampers

The result

“Yahoo worked with The Moment to create a branded content video series in conjunction with our partner, Pampers. Despite challenging circumstances The Moment were able to deliver truly insightful and engaging parenting videos that satisfied a number of key stakeholders.”

Edward Bovingdon
Commercial Editor, Yahoo Studio