Pampers Preemies:
A Purpose-Driven Campaign with Lasting Impact
How Pampers Preemies Touched Hearts and Elevated Social Impact in Bulgaria
Pampers | CHALLENGE
The Pampers Preemies campaign set out with a deeply human mission — to support the needs of premature babies and elevate the Pampers brand on both emotional and product levels. The challenge was to authentically connect with parents, media, and the broader public while positioning Pampers as the first brand to develop and donate specially designed diapers for preterm infants. The goal was to reinforce Pampers as a socially responsible leader in infant care. The campaign also aimed to raise awareness about the specific challenges that premature babies face in their first days of life, and to highlight how this product innovation could make a real difference in neonatal care.
Pampers | SOLUTION
United Partners designed a fully integrated campaign, built on collaboration, emotion, and social purpose. The launch took place in Bulgaria’s largest neonatal ward, with support from medical professionals and media. Pampers donated 350,000 of its specially designed Preemies diapers, covering hospital needs for the entire year. The campaign was brought to life with personal, heartfelt storytelling from influencers who shared authentic reflections on the challenges of early parenthood and the importance of specialized care. A central moment in the campaign came with the introduction of singer Poli Genova as the campaign ambassador. Her original song, “The Heroes,” was dedicated to premature babies and their families. The message of hope and care was amplified through a powerful donation-focused video, designed to move people emotionally and invite them to be part of the change.
Pampers | RESULTS
The campaign generated 145 media publications and reached over 93 million impressions across Bulgaria. The emotional donation video was viewed more than 716 million times, while Poli Genova’s anthem, “The Heroes,” received over 104 million views. The purchase-related donation effort resulted in a contribution of 10,000 BGN. Beyond numbers, the campaign achieved something even greater — it touched hearts. The cause resonated with the public in a way that inspired organic sharing and deep emotional investment. People became ambassadors of the campaign, not because they were asked to, but because they believed in it. Pampers succeeded not only in launching a new product but also in making a real and lasting difference in the care of premature babies.
Pampers | CONCLUSION
The Pampers Preemies campaign showed that when storytelling, purpose, and community align, the results go far beyond marketing. United Partners helped transform a product launch into a national conversation about care, compassion, and innovation. This campaign elevated Pampers' brand meaning and impact — proving that powerful communication can create real social change.
