CLIENT
Kimberly-Clark
Christopher Whalen, VP, Integrated Media Platforms
Eleonora Daireaux, VP, Huggies - North America
AGENCY
Joan Colletta Sapp, NA Head of Communications Planning
Stacie Medley, Managing Director, Client Leadership
Christine Bajuyo, Director, Client Leadership
Eddie Parker, Managing Director, Marketing Science
Kari McTaggart, Director, Client Leadership
Eric Guggenbiller, Associate Director, Digital Investment
David Adelman, President - Chicago
Nathan Kraft, Director, Communications Planning
Geometry Global
Edelman
SUMMARY
In the diaper category, winning with mom means being the first diaper brand on baby's bottom. But Huggies biggest competitor had the hospital market cornered. So we had to drive trial by reaching mom BEFORE she reached the hospital. A challenge, because pregnant moms don't care much about diapers until they need them. So we created a fast, adaptive 9-week program that delivered hugs to new moms and babies, and connected with pregnant women in real time through culturally relevant "baby moments" that won her attention and affection. The result was Huggies most successful promotional effort in recent history. We drove trial via 190,000 coupon downloads -- 6.7 times our goal.
