Take a deep dive into Pampers' social media strategy as it talks about new parents and the universal love for babies to engage Moms and Dads around the world.

1. Pampers
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Pampers Twitter

2. Pampers: Social Media Report
This report looks at how
Pampers
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
Pampers
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,920,527 25,238 1.33% Worldwide
Mostly Young, Female
and Attached.
Pampers

6. Engagement Score Total Fan Posts
577 1,690
Total Posts Brand Response Rate
25 72.60%
Total Likes Avg. Reply Time
106,313 1 day, 6 mins
Total Comments General Sentiment
8,577 Neutral
Total Shares
7,842
BRAND POSTS FAN POSTS
Brand Overview

7. 1,880K
1,885K
1,890K
1,895K
1,900K
1,905K
1,910K
1,915K
1,920K
1,925K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
1,920,527
New Fans
25,238

8. Engagement
0
250
500
750
1,000
1,250
Pampers had an average engagement score of 577 and a highest of 999.

9. Community Analysis
Pampers fans are mostly Young, Female and Attached. Pampers fans are largely from United States followed by
Trinidad And Tobago.
Fan Demographics Distribution of Fans
14%
86%
male female
0% 20% 40% 60% 80%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 20% 40% 60%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K 2,000K 2,500K
United States
Trinidad And Tobago
Jamaica
Martinique
Guam
Mexico
Puerto Rico
Bahamas
Barbados

10. 0
1
1
2
2
3
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Pampers Rewards
points
10
10 pts 6
Enter code 6
baby 3
Nomination period 2

11. 96%
4%
Brand Participation Brand Non Participation
100%
0% 0%
Posititve Negative Neutral
Brand Posts - Engagement
Pampers responded to 24 conversations generated by the
25 Posts they published.
Pampers receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
20-NOV-15, FRI 3:11PM
Wishing you peaceful sleep this holiday
season.
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
999 39,686 1,101 3,032 Positive
16-OCT-15, FRI 10:00AM
Take your baby from #SagToSwag with
New Pampers Cruisers.
01-OCT-15, THU 10:00AM
She trusts you. You can trust the #1
diaper of hospitals.
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
977 15,260 1,501 1,682 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
858 14,884 251 440 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25
0 200 400 600 800 1,000 1,200
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequenc
y
diapers 248
website 196
codes 191
points 172
time 143
User Posts
0
20
40
60
80
100
120
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative

15. Pampers responded to 1,227 conversations generated by
the 1,690 Posts fans published.
Pampers appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
73%
27%
Brand Participation Brand Non Participation
29%
15%
56%
Posititve Negative Neutral

16. Campaign Intel
0 10 20 30 40 50 60 70 80
0 50 100 150 200 250 300
#SagToSwag
#babygotmoves
Pampers Rewards
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of Pampers campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

17. Analysis of
Pampers
Twitter Account
Oct 01, 2015 - Dec 31, 2015

18. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY
142,385 4,509 3.27% Worldwide
Pampers
@Pampers

19. Engagement Score
205
Total Proactive Tweets
241
Retweets Total
217
Replies Total
438
Favorites Total
14,676
Total Mention
26,411
Total Retweets
4,910
Response Rate (%)
1.62%
Average Reply Time (mins)
2181
BRAND TWEETS USER TWEETS
Brand Overview

20. 135K
136K
137K
138K
139K
140K
141K
142K
143K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
142,385
New Followers
4,509

21. 3K
3K
3K
3K
3K
3K
3K
3K
3K
3K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
2,800

22. Engagement
0
250
500
750
1,000
1,250
Pampers had an average engagement score of 205 and a highest of 1,000.

23. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
241 217

24. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120 140 160 180 200
0 50 100 150 200 250 300 350
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

25. 0 10 20 30 40 50 60 70
0 5000 10000 15000 20000 25000
#thankyounurses*
#giveaway*
#win*
#giftcard*
#bruchristmas*
#sagtoswag*
#ad*
#baby*
#betterforbaby*
#sweeps*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

26. 0
500
1000
1500
2000
2500
3000
3500
4000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
thankyounurses giveaway win giftcard bruchristmas
Spread of Hashtags by day

27. 0 20 40 60 80 100 120 140 160
#bruchristmas*
#sagtoswag*
#giveaway*
#thankyounurses*
#sweeps*
#ad*
#baby*
#win*
#giftcard*
#betterforbaby*
Engagement Score
Hashtags - Engagement

28. Average Response Rate : 1.62%
0
500
1000
1500
2000
2500
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

29. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
50
100
150
200
250
300
350
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

30. 0
1000
2000
3000
4000
5000
6000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

31. 0
500
1000
1500
2000
2500
3000
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

32. Total number of Retweets : 4,910
-500
0
500
1,000
1,500
2,000
2,500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

33. Total number of Mentions: 26,411
-500
0
500
1,000
1,500
2,000
2,500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

34. Influencers
Name Followers Tweets
Zaira Nara 2,609,586 1
Jesse Millette 1,319,093 1
台灣蘋果日報 Taiwan News 522,511 1
Souq.com KSA 263,486 1
Patrick Peterson /P2 239,909 1
TOP 5 INFLUENCERS

35. Generate Your Own Social Media Report
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PleasecontactusatNotJustNumbers@unmetric.comformoreinformation.