Pampers is the most trusted diaper brand by both parents and parenting experts globally – a whopping 80% of hospitals start newborns in Pampers as their first diapers. This perpetual, worldwide parenting base voraciously consumes information about their expected or current little one, but the baby-related email landscape is a sea of sameness, and Pampers' email program was lost in that sea.

The email & rewards program is a huge opportunity for an iconic brand like Pampers to stand out while cultivating loyalty so strong that it out-values their competitors’ lower prices. So how can Pampers win in an inbox full of the same parenting information? By saying it better.

Not all email newsletters need to be lists of content links. Emails can be emotionally engaging pieces of content in their own right. By using visually-driven designs to shine a spotlight on the most relevant insights, I was able to reimagine the email creative for a mobile-first world dominated by social media for Pampers. Below are some of my favorite executions from the program transformation.