Welcome to the Spotted Review, an ongoing series where we analyze and grade the strength of the latest celebrity collaborations and partnerships — powered by data.
In the latest edition, the Spotted Review Team examines model, actress, and social media personality Chrissy Teigen’s new collaborative partnership with Pampers.
Download this edition of the Spotted Review now to gain exclusive insights into:
- The overall strength of the partnership between Chrissy Teigen and Pampers
- The overlap between Chrissy Teigen’s online audience and Pampers’ online audience
- Chrissy Teigen’s relevance, momentum, and Instagram follower growth
- The brands Chrissy Teigen is spotted most frequently with on Instagram and in paparazzi photos
The Context: Chrissy Teigen for Pampers
Chrissy Teigen is a 32-year-old American model, actress, and author. Since making her debut in the 2010 Sports Illustrated Swimsuit Issue, she has been featured in various advertising campaigns for brands including Gillette Venus, Olay, Nike, UGG Australia, and Gap Factory.
As of 2015, Teigen has co-hosted Spike TV’s Lip Sync Battle alongside L.L. Cool J. Teigen has also expressed her passion for cooking, releasing her first cookbook, Cravings: Recipes for All the Food You Want to Eat, in 2016 — which quickly became a New York Times bestseller. She also launched a clothing collaboration with Revolve in 2017, which included 36 unique pieces.
Chrissy Teigen is frequently referred to as the queen of social media, gaining over 10 million Twitter followers as a result of her comedic, witty Twitter feuds and clapbacks. On Twitter, she has been very outspoken about her anti-Trump political views, as well as receiving recognition for being open regarding personal issues, notably her struggle with alcohol.
Chrissy Teigen and John Legend married in September 2013 after meeting on the set of his 2007 music video “Stereo.” The couple had their first child, Luna, in 2016 and are currently expecting their second child.
Pampers announced in March that Chrissy Teigen would be joining Pampers as their first-ever creative consultant for the brand’s new Pure Collection. According to the announcement, Chrissy will provide her “mom expertise and fashion know-how” over the next two years, collaborating with designers, R&D and marketing on all things Pampers Pure.
In the press release announcing their partnership, Teigen said, “When Pampers approached me to collaborate on the new Pampers Pure Collection, I jumped at the chance to work with a brand that I love. I wore Pampers… John wore Pampers…. we are a Pampers family!”
E. Yuri Hermida, P&G Vice President of Baby Care North America commented, “Chrissy is a great fit for Pampers and represents how many moms feel on their parenting journey in her own fun, down-to-earth way. We’ve all seen the photos of Luna in a Pampers diaper, and knowing they were a Pampers family made Chrissy an obvious choice for us. We couldn’t be more excited to see how her real-life experiences help shape the Pampers Pure Collection,”
To kick off the partnership, Pampers released a video featuring Chrissy and other moms sharing their personal stories.
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