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Huggies® Little Movers Diapers
Get Active with Your Active Baby | Huggies® Little Movers Diapers at Target

RAN IN: United States

CLIENT
Kimberly-Clark

Jason Davis, Sr. Brand Manager-Shopper Marketing

AGENCY
KC ShopperConnect *Lead Agency

Brett Conway, Account Director
Erin O'Malley, SVP Account Director
Justine Greenwald, EVP Creative
Laurel Benson, Digital Strategist
Kristin Wright, Creative Director
Jeremy Ruiz, Creative Director
Jessie Cadle, Sr. Copywriter
Kathleen Mulkerrin, Sr. Art Director
Charlotte Arthur, Strategy Director


Geometry Global *Lead Agency


Rockfish


SUMMARY

Huggies® Little Movers, the diaper designed specifically for active babies, was underperforming at Target because mom was defaulting to value brands and failing to recognize her baby’s developing diapering needs. To address these barriers, Little Movers became mom’s “active coach” by not only curating exclusive product solutions at Target, but also providing greater inspiration around how she and her baby could get active together. In turn, Little Movers market share grew +5.7 points, Little Movers in-store sales increased by 34%, and Little Movers Target.com sales increased by 39% (vs. pre-period).

CASE VIDEO


Hero Medium: DIGITAL/INTERACTIVE

Medium Featured On Video: DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DISTRIBUTION CHANGES Pre;ECOMMERCE Pre;ECOMMERCE During;MOBILE/TABLET Pre;MOBILE/TABLET During;MOBILE/TABLET Display Ad;PRICING Pre;PRICING During;PRICING Post;PRICING Couponing;SOCIAL MEDIA Pre;SOCIAL MEDIA During;SPONSORSHIP During;TV During;TV Sponsorship

Audience: Mothers

Objectives: Market share - increase

Type: Business to Consumer

Classification: National

Language: English