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Award-winning Huggies® nappies are all about keeping growing babies super-comfy, super-snug and super dry so nothing can hold little ones back from exploring their new world. The brief was not only to develop a campaign that communicated the benefit of Huggies nappies but also demonstrated Huggies’ brand affinity with parents of young babies.

Objectives

Link the Huggies brand with the positive and fun aspects of being a parent.
Provide practical tips and ideas for enjoying free time with your baby.
Communicate the baby benefits of the Huggies range of Nappies, Cotton-Touch* Wipes & Pull-Ups® Training Pants.
Reflect and support other marketing activity.

Strategy & Plan

To reflect the superior ‘fit’ properties of Huggies nappies. O’Leary RM developed a Fit for Fun Campaign which encouraged active play amongst children as young as three months old.

To provide the news hook, O’Leary RM used existing research from Liverpool University which showed that children are becoming less active. The consultancy also wrote and produced a 20 page ‘Fit for Fun’ booklet with helpful hints and tips for playtime at the beach, park or garden, as well as an essential guide of what to pack when venturing out and about.

A press release and copy of the book was sent to parenting press and mainstream national, regional and local media highlighting the importance of active play and encouraging readers to send a SAE for a copy of the booklet. Also included in the booklet was a competition to win a trip to Center Parcs and a year’s supply of Huggies award-winning nappies.

To maintain the momentum during the campaign, O’Leary RM ran a series of reader offers in regional and local press. Copies of the booklet were also handed out at the Huggies Play Bus which toured the UK and attended Practical Parenting’s Baby Show in Birmingham and London.

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Measurement and Evaluation

O’Leary RM produced an evaluation form which was included in the envelope with each booklet the aim of which was to measure whether or not the booklet met consumer’s expectations. Furthermore, targets were set in terms of the number of media hits and inclusion of key messages and also quantity of reader offers placed.

Results

A total of 27,000 books were distributed and the campaign generated significant national and regional coverage with one piece in the Sunday Express generating nearly 300 requests for copies of the book. 100% of coverage mentioned Huggies with 63% referred to ‘Huggies award-winning nappies’. A staggering 72% contained a branded visual of the booklet. 25 reader offers were placed in regional press with a combined circulation of 2.3 million.

The feedback from parents, taken from the questionnaire, was extremely positive with 97% saying it met or exceeded their expectations, with a further 82% interested in receiving further information on Huggies products. Over 2,000 competition entries were received.

Following coverage in professional healthcare magazines, a number of health visitors also requested copies of the booklets for their surgeries, 1,000 booklets were distributed to healthcare professionals.

The campaign was successful in maintaining share of voice for Huggies over an extended period. The Fit for Fun theme reflected Huggies’ brand values and showed a deep understanding of parents with young babies. The booklet provided a relevant opportunity to talk about Huggies’ superior fit in relation to baby’s movement.

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