Results and Effectiveness

• 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+.

Creative Execution

We chose Facebook to leverage parents’ existing habit of sharing their baby stories, photos and comments on this platform. It was also capable of an instant multiplier effect by reaching their online friends. The Huggies Facebook page, which started with a non-existent community, invited parents to upload their babies’ photos with the 60 top ‘Liked’ babies getting to star on ‘Huggies Babies’ buses around Hong Kong. We expanded the campaign to have the photos featured on tram and MTR station billboards around the city with the faces of all the babies who participated in our campaign. Families flocked to the billboards to find their child’s picture and took location photos with it. 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 powerful interactions from online to offline.

Insights, Strategy and the Idea

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 Pampers users to Huggies. Our consumers are primarily nervous first-time parents who put their faith in the biggest diaper brand, Pampers, and are reluctant to switch. Parents’ friends and family also influence brand choice through their advice, again favoring Pampers thanks to its top-of-mind status in the 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 buses across town.