How Huggies used personalization & contextual advertising to target moms | #casestudy

This case study explores how Huggies campaign with Sonam Kapoor doing the flip and dip challenge garnered more than 1.5 million views.

Kimberly Clark showcased a fresh new identity for Huggies with a witty campaign and a promise to make the world a more comfortable place for babies. The second phase of the campaign showcased Sonam Kapoor taking the flip and dip challenge which got many mom influencers to participate. Here’s a case study on how Huggies achieved this.

Category Introduction

Baby diapering category in India is more than $1000 MM by value and is fast evolving. The penetration levels are relatively lower but are improving driven by urban penetration increase. The premium segment of the category is still very small but is experiencing higher growth.

Brand Introduction

For more than five decades, Huggies® has been an integral part of the parenting journey by keeping babies clean and healthy in comfort. But there’s more to us than diapers and wipes, a legacy of innovation, healthcare, and science. Since Kimberly Clark’s first entry into the disposable diaper category in 1968, the brand has evolved over the years with innovative improvements. Huggies was first introduced in 1978 and product enhancements have enabled Huggies to maintain its position as a recognized international brand despite new brands flooding the Indian market.  

Infant diapers is a category with strong emotional reassurance, with many consumers being first-time parents who put their faith in a brand they trust. Huggies, now in a challenger brand position in India, had to do something truly new in the category to shift the market dynamics and influence consumer choices. This led to the conceptualization of the ‘We got you, baby’ campaign that would reach out to not only parents but their circle of friends and family, whose advice often influences brand choice. In addition to traditional communication channels like TV, social media was chosen to reach them all and build relationships strong enough to change their current behavior.

Summary

Kimberly Clark showcases a fresh new identity for its iconic brand Huggies with the relaunch of Huggies Complete Comfort^® in India. Based on extensive consumer research, the relaunch focuses on the core proposition of superior absorption and softness. The brand is going to embrace an all-new visual language via its packaging design across the range, that spotlights the brand’s key attributes and consumer benefits.

To mark the relaunch, Huggies has rolled out its new campaign, ‘We got you, baby’ that promises to make the world a more comfortable place for babies. Conceptualized by Ogilvy India, the endearing launch film uses the baby’s voice as a creative device to highlight their discomforts with diapers. Huggies comes to their rescue by providing 5 comforts in 1 diaper that includes bubble bed softness, 12-hour absorption, triple leak guard, breathable material, and a comfy fit waistband.

Huggies subsequently partnered with actor and new mom Sonam Kapoor Ahuja for the second phase of the ‘We got you, baby’ campaign marking the relaunch of the Huggies Complete Comfort® range in India. The brand sees this as a strong and organic collaboration given Sonam is a lead celebrity influencer for young women and moms. The film which has Sonam taking up the brand’s #HuggiesFlipAndDipChallenge will be deployed in five languages on digital platforms and TV. The film features Sonam Kapoor Ahuja taking the Huggies challenge involving two simple steps to test for softness and absorption which are the most important attributes of a diaper for moms. Seeing for herself how Huggies outperforms the other diaper, she voices her decision to join the Huggies mom club by choosing the Huggies Complete Comfort® range for her baby.

Objective

Through interactions with consumers, it became evident that comfort was the paramount consideration when selecting a diaper brand. The relaunch campaign, ‘We got you, baby’, focuses on the brand’s promise to deliver a comfortable experience as babies embark on their journey of discovery. The campaign aims to leave a lasting impression on consumers and drive consideration for Huggies.

Brief

As a challenger brand, the aim was to ensure that Huggies’ relaunch leaves a lasting impression of the core proposition of superior absorption and softness from Huggies Complete Comfort®. The creative partner, Ogilvy India was tasked to craft a communication strategy that would disrupt the market and effectively convey brand’s message in a manner that resonates most deeply with its consumers. 

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Creative Idea 

‘We got you, baby’ campaign aims to highlight how babies are not satisfied with incomplete comfort. The category has traditionally used the voice of an expert or a close family member in the form of an advice or guidance. The campaign leveraged the baby’s voice to bring a very fresh perspective on babies refusing to settle for incomplete comfort and calling for the need to change. This catchy creative device strongly resonated with consumers when tested. It has helped sharply land the benefits of Huggies Complete Comfort® with the moms who are the brand’s core TG.

The second phase on ‘Huggies Flip and Dip Challenge’ focused on visibly bringing to life the superior absorption and softness delivered by Huggies. This was best established through a direct comparison with an ‘ordinary diaper’. A touch and feel test shows the difference in the level of softness. And, subjecting both diapers to a simultaneous absorption test reveals how Huggies soaks up everything while significant amount of liquid is left behind unsoaked by the ‘ordinary diaper’. To lend credibility, Huggies engaged with Sonam Kapoor Ahuja, actor and new mom to take the test and see the difference for herself.

Challenges 

Breaking clutter and driving consideration required a bold creative idea. This had to be balanced with the brand’s tone of voice and engagement with moms. The ‘babies protest for change’ idea solved for these considerations by bringing together innovation, relevance, and ability to land the key message all at once.

‘Huggies Flip and Dip Challenge’ required a partnership that drove conviction and eventually consideration for the brand. Given Sonam Kapoor Ahuja is a lead celebrity influencer for young women and moms, the brand sees this as a strong and organic collaboration.

Execution

The digital first approach leveraged YouTube, social media platforms including Facebook, Instagram, OTT platforms, Google search, Spotify and retargeting platforms. A strong TV plan, surround influencer plan, mom community seeding along with out-door and in-store communications enabled a 360-degree activation.

Mega, micro and nano mom influencers took the Huggies Flip and Dip Challenge and saw for themselves how Huggies delivers superior absorption and softness. Our social media handles were used to drive further engagement with the parenting community.

Results

Quantitative

•  In Jan-Mar’23, the digital campaign generated more than 560MM impressions which led to millions of clicks.
• Sonam Kapoor posted her taking the challenge which garnered more than 1.5 million views and 300 plus comments.
• 21 mom influencers took the challenge and posted the results encouraging moms to shift.
• 100+ micro influencers reposted to promote the challenge that Sonam Kapoor took.

Commenting on the campaign, Saakshi Verma Menon, Marketing Director, Kimberly – Clark, said, “We are launching a digital first campaign across platforms where mums today are spending most of their time. The content is hyper personalized and contextualized to specific consumer cohorts for heightened relevance and engagement. Also, as a challenger brand in India it is imperative for us to break clutter and stand out as a preferred brand. Our creative partners at Ogilvy have cracked an enjoyable and distinctive way of landing the key message which is sure to cement our position in the hearts of our consumers.”

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