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Pull-Ups
Pull-Ups Big Kid Academy & Pull-Ups* Big Kid App

RAN IN: United States, Canada

CLIENT
Kimberly-Clark

Adam Dreyer - Assoc. Brand Manager
Carolyn Eisele - Commercial Program Manager
Christoph Zickler - Brand Manager

AGENCY
Organic, Inc. *Lead Agency

Audrey Melofchik - Managing Director
Martin Cis - Group Director, Delivery
Jennifer Kohler - VP
Bob Kuck - Group Director, Tech
Cinnamon Pritchard - Creative Director
Dwayne Raupp - Executive Creative Director
Christina Torri - Project Manager


Mindshare


Ogilvy & Mather


Edelman


Geometry Global


SUMMARY

Mom dreads potty training. She expects resistance from her child, so she stalls. For Pull-Ups, convincing mom to start, getting her child to want to train and consistently using training pants is critical. So we turned an experience that mom dreads and her child finds scary into a platform that provides everything mom needs and offers a game-like experience for her child - the Big Kid Academy. In just one month, Pull-Ups saw a 5% increase in category penetration and greater training pants usage with repeat purchase up 4%.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Mobile/Tablet,Direct,Social Networking Applications

Audience: Boomers (45+),Brand Influencers,Children (12 and under),Families,Fathers,Men,Mothers,Women,Young Men (20-35),Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National,Non-English

Language: English