The right words for Pampers.com
CDA crafts text for new Pampers.com site
(London, 15 February 2004) The latest version of Pampers.com
has been released in the UK with Content Delivery & Analysis
(CDA) providing all the site text above the "library" of expert
child-care and antenatal article content.
Pampers' challenge was to create a new design and interface
to encourage exploration of the wide range of services and
information on the site, all of which can be tailored to pregnancy
stage, or a baby's age. Paris-based e-marketing agency, Maestro,
created the site design, graphics and many new service features,
while the deep content has been developed and written by members
of the Pampers Institute: an international panel of padiatricians
and child development experts.
UK-based CDA, working closely with Maestro, developed the
language and style of the interface and navigation texts.
As well as reflecting Pampers' strong brand style, this had
to deliver intuitive functionality within the complex site
structure and encourage a high rate of user-registration levels
and repeat visits.
Guy-Laurent Arpino, Procter & Gamble's European Interactive
Marketing Manager for the BabyCare division, heads the internal
team that manages the project. He comments: "The new Pampers.com
site needed a consistent language style that expressed the
voice of the Pampers brand while providing the critical functional
guidance to navigate the site's very rich store of content.
CDA made a big contribution to the final character of the
site, ensuring that our users get the best experience from
their interaction with Pampers online."
CDA partner, Clare O'Brien, observes: "Pampers are extremely
serious about their online presence and their investment in
the new web site underlines this. It's encouraging that such
a major brand recognises the critical role that text plays
in developing online relationships. The words on the screen
are a site owner's conversational front-line in a medium where
the user is in total control. This requires far more than
a standard copywriting approach to get it right."
CDA produced all screen texts for the Pampers.com site including
all navigation and guidance texts, headings and intros, pop-up
dialogues, forms and email validations as well as deeper texts
for new services and sections of the site. The new Pampers
site can be found at:
CDA was founded by journalist Anne Caborn (pictured right)
and marketing communications expert Clare O'Brien (pictured
left) in 2003. Details can be found at:
For further information contact:
Clare O'Brien on 020 8948 4562
Anne Caborn on 01273541535