Procter & Gamble (China) Ltd. recently awarded Weber Shandwick Shanghai Office as 2006 Pampers Best Public Relations Partner, to recognize its outstanding contributions to enhancing Pampers brand reputation and market competency. Christopher D. Hassall, Vice President of P&G Greater China personally presented the award to Weber Shandwick Shanghai.

During the fiscal year of 2005 to 2006, besides the routine communications work, Weber Shandwick Shanghai has mainly assisted Pampers in planning and accomplishing the campaign of Pampers Development Discovery Journey of Chinese Babies. The campaign was aimed at searching for the Spokesperson Baby for Pampers across the country, with a view to lifting Pampers’ image amongst the mums, promoting the diaper sales and further strengthening its leadership in China diaper market via publicizing Pampers’ Baby Stage of Development (BSOD) theory.

From January 1 2006 to end of June 2006, the campaign has recruited more than 20,000 babies online, and staged the “Pampers Baby Carnivals” within one month in five big cities such as Guangzhou, Chengdu, Wuhan, Shanghai and Beijing, which in total attracting more than 5,000 families and babies to attend. Thanks to the campaign, Pampers global website has become one of the most popular websites with a daily runoff of more than 3,000,000 clicks. The campaign not only spreaded the good word of mouth amongst the consumers, but also dramatically enhanced the product sales.

The campaign has also been highly praised by both top management at P&G China and P&G Global. Tony Zou, the section head of P&G China external relations, commented, “Weber Shandwick has worked closely with us to convey accurately the brand features of Pampers: A creative, caring, professional and joyful baby care brand!”

Team members: 
Shanghai: Bill Wu, Athena Wang, Fiona Jing, Li Jia, Amy Li
Beijing: Richard Ren, Wang Xin, Que Yue
Guangzhou: Sylvia Sun, Emily Situ
bwu@webershandwick.com

Christopher D. Hassall, Ph.D.
Vice President, External Relations, P&G Greater China
with Weber Shandwick account director Bill Wu after the award presentation.