CASE STUDY: How Drypers regained leadership in Singapore

Background

Drypers, the diaper brand of SCA Hygiene, needed to expand its market share in a fiercely competitive market space by addressing perceptual legacy issues about quality and brand premium.

Aim

The brand aimed to recoup its leadership position in the diaper market in Singapore, which had been lost two years ago. 

Execution

While most other brands in the category continued to use fluffy, child-like images and “baby-speak” style copy, Drypers developed an insight that the new Asian parent was time-strapped and wanted to enjoy parenting, rather than survive it.

All efforts were devoted to creating and developing a deep and profound relationship with parents in Singapore by repositioning Drypers as the only diaper brand that really understood the importance of time, and how precious it was in the context of enjoying parenthood.

The campaign engaged parents experientially across a multitude of touchpoints, which included events (The Drypers Little Day Out, an event that attracted more than 3,500 families), Facebook (constant engagement and social activity) and Instagram (a hashtag contest that saw m ore than 23,000 likes to photos contributed).

The brand also ran an activation event in The Dryper’s Hour, a roving pop-up shop that brought Drypers for free to more than 20,000 parents across Singapore. In addition through-the-line advertising across OOH, radio, print and a TV spot (left) articulated the new positioning.
 

Results

Drypers regained its leadership position as number one diaper manufacture, based on volume share (pieces sold versus competitors in the total diaper category, according to YTD Nielsen's retail audit).

Consumer engagement and social media affinity grew from 1,200 fans to more than 24,000 fans in under two years on Drypers Singapore Facebook page. Drypers is now the most liked, and most socially active brand in the category.

The Little Day Out event garnered participation from more than 1,500 families over a two-year span.

The Drypers Hour saw more then 200,000 diapers sampled over two years, exceeding previous annual sampling figures by 40 per cent. This also resulted in increased receptiveness to try and purchase Drypers, according to Ipsos.