| Title | HUGGIES BABIES-ON-THE-GO |
| Brand | KIMBERLY-CLARK HONG KONG |
| Product / Service | HUGGIES DIAPERS |
| Category | C04. Community Applications |
| Entrant | OGILVY & MATHER Hong Kong, HONG KONG |
| Entrant Company: | OGILVY & MATHER Hong Kong, HONG KONG |
| Advertising/Web Design 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 |
Huggies HK created an online community on Facebook that started from zero fans. Parents were invited to upload their babies’ photos with the 60 top ‘Liked’ babies getting the chance to be on ‘Huggies Babies’ buses around Hong Kong. Huggies got over 115,000 facebook fans within 20 days, the 2nd biggest Facebook page in Hong Kong, and almost rivalled Huggies’ global facebook page. In addition, Huggies loyalty club had recruited 5,000+ new members, with an average of 191,693 impressions and 316 “Likes” every day. Most importantly, Pampers, the market leader, fought back hastily with a copycat Facebook campaign, and only obtained 75,000 fans compared to Huggies’ 115,000+.