One of the major barriers to contest participation was the complexity of the entry process. Parents, especially those with young children, often had limited time and preferred straightforward solutions. Traditional methods, such as emailing photos or uploading them to a website, were perceived as cumbersome and likely to deter participation.

Recognizing this, we identified that simplifying the participation process was crucial for success. Parents needed an easy and convenient way to submit their entries without the hassle of navigating complex systems. By addressing this issue, we could significantly increase the likelihood of engagement and make the contest more accessible to our target audience of busy parents.

We collaborated with Azercell, the leading mobile operator, to integrate their MMS service with the contest website. This allowed participants to simply take a picture with their phone and send it to the campaign's short number. This seamless process eliminated the need for complicated steps, making it effortless for parents to join the contest.

Additionally, we integrated the website with Facebook and other social networks to expand organic reach and boost interaction with our target audience. The integration facilitated easy sharing and voting, increasing engagement across multiple platforms.

The campaign was very successful, with over 2,000 babies participating. On the contest website alone, participants garnered 27,730 comments and 62,773 likes. The campaign's reach extended to hundreds of thousands of people on social media, significantly enhancing Pampers' brand presence and engagement among young parents.