Case Study: Huggies

PART 1 (pre-acquisition): In 2013, Huggies approached Lindsay to build credibility surrounding their brand new newborn diaper. They specifically came to Lindsay not only as the Founder of Bump Club and Beyond, but also as a second time new mom.

PART 2 (post-acquisition): In 2019, after a long standing relationship with Huggies, they once again presented a specific challenge. Huggies wanted to gain access to the email addresses of expectant parents to engage them and educate them on their new diapers.

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Lindsay’s Solution

 

PART 1: Starting in 2013, Lindsay helped Huggies to build credibility through a series of solutions:

  • As a spokesperson for the brand. Lindsay did TV segments, radio spots and created content with her name and personal brand associated with it for them to use.

  • Through a separate contract with her company, Lindsay created a sponsorship for Huggies to reach expectant parents through their events.

  • Lindsay created a series of content and checklists for packing for the hospital, packing your diaper bag and registry. The Huggies PR team pitched these to media outlets for coverage.

PART 2: As the pandemic raged around us, a program was created through a series of digital activatons to grow Huggies market share, brand loyalty and likelihood to purchase Huggies products,

Through custom content, social media posts and giant sweepstakes, expectant parents were targeted and brought to a dedicated landing page where their information was collected.

Additionally, Huggies sponsored monthly webinars and virtual engagements designed specifically to educate expectant parents. Each one had a CTA to enter to win a year’s supply of Huggies diapers.

Deliverables:

PART 1:

  • 2MM media impressions: digital and press placements.

  • Trial of the new diaper by thousands of expectant parents through samples distributed.

PART 2:

  • 100,300 emails collected.

  • 15.1 MM digital impressions.

Samples of Huggies Snugglers were given out in gift bags to encourage trial.

Photo credit: TK Photography Chicago

 

Just one of the many ways audience engagement was encouraged was through a Milestone Monday photo contest.