Pampers Village is an online community for parents. The brand is here to help parents from the beginning of pregnancy through to baby’s various development stages.
This website– which builds a strong relationship between the brand and mums – has been highly praised: « This is an example in terms of practical tips and advice for day-to-day life with my children ».
As a result, mothers feel closer to the brand: « This investment is a great sign of commitment from the brand and therefore I feel more likely to share this commitment in return ».
A newsletter and magazine complement the website in order to offer content that is adapted to the mothers’ expectations, month after month.
Envie de plus, from the Procter & Gamble group, is both a free paper magazine and a community website. The paper version offers a variety of articles (recipes, health tips, etc.) and coupons. This magazine is considered by its readers to be a real women’s magazine with the advantage of being free : « We can find the same articles as the ones in Prima and what’s more it’s free ».
The new version offers a mini guide of recipes: the Lu suggestion box. Readers are fond of the cross-links between the articles/recipes and the coupons that are included : « In the recipes, we are told to use ingredients for which they offer discounts. It’s an incentive, it’s not like being forced to use their products. »
They also like the website: « I just love the concept. Recently, I’ve printed coupons from the website ». Other possibilities: forums, challenges and articles posted by members, who can earn 150€ if their article is published.