The Campaign

Based on client’s past experience, experimental video works to grow awareness and this time we ambitiously made Huggies experimental video more attractive and powerful in an extremely “real” way. To change moms’ perception, we challenged the leading brand in the video by inviting Pampers’ consumers to do the comparative experiment themselves at the most critical point of sale. The test result in the video shew the truth: Huggies can do better than Pampers and could cause discussions among moms. Also, the real reaction of participants who witnessed the unexpected result, their faces just convinced the other audience. Then, after viewing the video, the other moms would be curious about Huggies product and requested for samples to try or were even convinced to buy themselves.

Creative Execution

• Implementation: We chose the pharmacy as our filming location since the major channel for Taiwanese moms to purchase diaper and this point could also make the video more authentic. The unexpected result of experiment and participants' real reaction both made our video convinced. • Timeline: Timeline: 3/28-5/20 • Placement: Facebook (Huggies Official Fanpage) and Youtube • Scale: Media investment-2.6M

Describe the success of the promotion with both client and consumer including some quantifiable results

• Experimental video went viral among moms: 1.1 M views 2,292 shares 8,560 like 1,354 comments More than 70% comments with their friend tagged • 17,000 people requested for a sample in just 24 hours after the campaign launch. In the end, over 50,000 moms attempted to apply product sample on our campaign site. • 1st time in 5 years Huggies wins Pampers in keyword searches • Improve product sale: Comparing to the same period last year, 85% increase in shipment and 293% increase in EC sales.

Explain why the method of promotion was most relevant to the product or service

HUGGIES LAB FOR THE MOMS release a video on digital platform. Building up the awareness of product benefit, the video attempt to convince moms and drive to request the product samples and even purchase.

• Target audience New Generation Mom (Digital Mom) They get higher education, higher independence. They’re rational and believe in science. Since they obtain information easily, they are used to plan all the decision after their study. • Approach “Challenge the leading brand!” By our survey, we found out that Huggies has no brand preference Among moms and not many moms know its product benefit. However, most of Taiwanese moms still believed that the leading brand is the best, so we figure out we could challenge the leading brand Pampers and show how Huggies can do better than Pampers to cause discussions among moms.