Huggies::Baby countdown

BRAND OWNER:Kimberly-Clark
CATEGORY:Baby Care
REGION:USA
DATE:Feb 2008 - Dec 2008


There is a very short window in which first-time moms look at different disposable diaper brands and, once they have developed a preference, they generally stick with it.

Huggies sought an innovative way to inspire new moms to try the brand and build brand preference. The challenge was to create a meaningful tool that would allow mums to take information from the Huggies site and save on their personal profile pages online, creating brand ambassadors.
Multi-tasking is an important survival mechanism to help mums with their busy lives and online media play a major role in facilitating multi-tasking. Huggies created the “Huggies Baby Countdown” widget as a tool that expectant mothers could use to calculate how much longer their pregnancies will last based on their due dates.

It serves moms-to-be with daily pregnancy tips corresponding to their particular day along in pregnancy, as well as a picture of the developing fetus.

All content for the tips came from the Huggies brand website while a link on the widget drove users to sign up for the Pregnancy e-Newsletter on HuggiesBabynetwork.com.

This aligns Huggies with a useful tool that pregnant women can download to a personal profile page from more than 20 websites, including Facebook, Freewebs, iGoogle and MySpace, thereby connecting moms-to-be with the Huggies brand on a daily basis. All widget-supporting media and creative execution was negotiated as added value. Thus, every successful install was essentially a 9 month-long brand engagement, free of cost. The widget had 1,200+ installs in the first month and garnered an astounding interaction rate of 18%, compared with a Pointroll CPG rich media average of 7.25% (Pointroll CPG benchmarks, December 2008). To date, the widget has had 4,503,983 unique views and more than 31,000 installs