CLIENT
Kimberly-Clark China
Katy陈, Senior Marketing Director
Candy张, Senior Digital Director
Fannie张, Senior Digital Manager
Sze.S.Pang, Senior Brand Manager
Estella刘, Brand Manager
Renee徐, EC Manager
AGENCY
Beijing zhongtian kongming technology CO., LTD. *Lead Agency
Jenny沈, Business Director
Queenie权, Accont Director
Hunter徐, Planner Director
Jason朱, Creative Director
SUMMARY
85s~95s young parents become the main force of raising babies, how can Huggies stand out in this fierce competition? For those customers, meeting the functional requirements is the minimum condition; Product personalization and emotional resonance are the premise for them to choose the brand. In 2019, Huggies launched the Royal Platinum Collection, hoping to capture the attention and spending power of young parents through the new high-end product. This time Huggies tries C2M business model. First step is to catch the attention of moms through the concept of royal style design by the most trending issue, Chinese streetwear fashion. Second step is to combine consumer feedback, quickly opening up production chain and create the "dragon-patterned Diaper", limited-edition of Royal Platinum collection, to detonate the social volume. This campaign achieved a win-win in both sales volume and word of mouth, also successfully taking the first step in Innovative thinking marketing.
