Huggies has a unique spot among baby products, because it bonds the brand with moms through the power of hug.
By deeply understanding the consumer journey, we were able to develop 4 campaigns in a row for different products of the brand portfolio, including the biggest campaign of the year during May (Month of Hug), with a never-before-seen mechanic: by purchasing an amount of products once, the consumer wins prizes during 6 months, one per month, without sweepstakes.
5 Campaigns in a Row, Which Led to Other Kimberly-Clark Opportunities With Other 3 Brands (Neve, Plenitud, Kleenex)
All-Time Data Collection and Participants on 6-Months of Hugs Campaign (Biggest Campaign of the Year)
+40% Sales Uplift on Pants’ Campaign
+10% pp Share Volume; +5% pp Share Value on Little Swimmers’ Campaign
