Title | HUGGIES BABIES-ON-THE-GO |
Brand | KIMBERLY-CLARK HONG KONG |
Product / Service | HUGGIES DIAPERS |
Entrant | OGILVY & MATHER Hong Kong, HONG KONG |
Entrant Company: | OGILVY & MATHER Hong Kong, HONG KONG |
Advertising Agency: | OGILVY & MATHER Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
April Lai | Kimberly-Clark Hong Kong | Marketing Director |
Jenny Lee | Kimberly-Clark Hong Kong | Marketing Manager |
Fenix Au | Kimberly-Clark Hong Kong | Assistant Product Manager |
Fanny Ng | Ogilvy & Mather Hong Kong | Group Account Director |
Karen Tong | Ogilvy & Mather Hong Kong | Account Executive |
Irene Chan | Ogilvy & Mather Hong Kong | Senior Art Director |
Clarissa Tam | Ogilvy & Mather Hong Kong | Planner |
Tim Ho | Ogilvy & Mather Hong Kong | Digital Strategist |
Karen Cheng | Ogilvy & Mather Hong Kong | Digital Analyst |
In Hong Kong the diaper wars are a David and Goliath battle between Pampers, the entrenched leader, and Huggies. The campaign objective was to steal market share from Pampers by converting users to Huggies. Our consumers are primarily nervous first-time parents who put their faith in the biggest brand, Pampers, and whom are more reluctant to switch brands. Parents’ friends and family also influence brand choice through their advice, again favoring Pampers thanks to its top-of-mind status in the diaper category. To steal market share, Huggies had to reach both parents and their influencer circles. Winning the hearts and brand preference of parents and their influencers is the key strategy for the overall campaign. By channeling Hong Kong parents’ love of baby photo sharing into the most commonly used social media channel, Huggies offered them the opportunity to make their babies stars, not just online, but on large billboards and on buses across town.
• Record high sales results in 6 weeks, open trade volume share: +4% share points • 5% loyal Pampers entrants converted to Huggies exclusively, 20% to both brands, customer value of US$220,000 • Media ROI: 349% • Huggies loyalty club: 5,000+ new members, 6.7X pre-campaign level • Over 115,000 facebook fans within 20 days – 1.8times our target, 2nd biggest Facebook page in Hong Kong, almost rivalled Huggies’ global facebook page • Average 191,693 impressions and 316 “Likes” every day • Pampers fought back hastily with a copycat facebook campaign, obtained just 75,000 fans vs Huggies’ 115,000+.
We chose Facebook as the platform to leverage parents’ existing habit of sharing their baby stories, photos and comments. It was also capable of creating an instant multiplier effect by reaching their online friends. The Huggies Facebook fan page, a relatively small community, invited parents to upload their babies’ photos with the 60 top ‘Liked’ babies getting the chance to be on ‘Huggies Babies’ buses around Hong Kong. We expanded our campaign to use tram and MTR station billboards around the city to feature the faces of all the babies who participated in our campaign. Families flocked to the billboards to find their child’s photo and took their own photos on the spot. They then uploaded these to the Huggies Facebook page and other local social platforms, creating a cycle of interactions. The campaign ecosystem moved from social media to outdoor back to the online Huggies community, thus creating a strong drive of interactions online and offline.