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Huggies
No Baby Unhugged

RAN IN: North America

CLIENT
Kimberly-Clark

Brian Clayton, Baby and Child Care Director
Paul Scott, Sr. Brand Manager
Mitch Faigan, IMP Director
Ali Ruffo, Social and Digital Marketing Manager
Alicia Cameron, Shopper Marketing Lead

AGENCY
Ogilvy & Mather *Lead Agency

Ian MacKellar, Chief Creative Officer
Chris Dacyshyn, Associate Creative Director
Julie Markle, Associate Creative Director
Aviva Groll, Group Account Director
Kennedy Crawford, Sr. Account Executive


Mindshare *Lead Agency


SUMMARY

When it comes to diapers, Moms most often default to the category authority, Pampers. We needed to get expectant moms to consciously choose Huggies Newborn diapers as an active part of her pre-delivery prep. so we launched No Baby Unhugged, an initiative that helps all Moms understand the power of hugs and helps all babies get the hugs they need even if Moms can't be there to give them.It has succeeded in reversing a 4-year decline in the business while increasing Huggies Newborn diaper sales and market share at the expense of Pampers.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);PR;PROFESSIONAL ENGAGEMENT;Informational/Documentary Video;RETAIL EXPERIENCE;In-store Merchandizing;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English