2011 Winners & Shortlists

The Brief

Huggies enjoys high loyalty amongst its target audience, but due to the heavy competitive communication by Pampers and another local product Happies, Huggies has not been able to cut through the clutter to draw into its franchise a new audience. Therefore, this activity tapped on an unanimous approach targeting all Lebanese mothers with children under the age of 3, from different locations and different social classes. The strategy was to get on board all these mothers, while involving them emotionally by drawing them to our online site, leaving them the task to invite others and act as our advocates.

Describe how the promotion developed from concept to implementation

Launched a nation-wide contest collecting the biggest number of mother and baby hugs through different Huggies hugging booths, where a mother would take her picture with her child, then enter the online competition where all her family and friends can go and vote for her picture to win the title of "The Greatest Hug of all". Huggies was able to stop moms in their tracks and get them to start re-evaluating their current behaviour towards competitive diapers. An experience that was interactive, linking emotions to functions, but most importantly an activity that was completely driven by Moms and public responses.

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

A highly consumer engagement in a relatively short period of time, gathering 1,006 pictures from our different offline booth locations that were covering the main five Lebanese districts. In each location our booth stayed for 3 days. We created a Facebook fan page linked to a newly created mini-site, drawing 37,000 mini-site subscribers, 35,000 votes, 6,600 fans on Facebook and 2,000 views on our different YouTube movies. In addition to the most important result - the emotional benefit that Huggies was able to establish amongst different Lebanese mothers, "Huggies Hugs like a mother’s Hug".

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

The most important and unique function of our Huggies diaper is its "fit to shape" cut, which secures the best baby fit, embracing naturally the baby’s shape while 'hugging' his body - an act that is very similar to when a mother hugs her own child. Every mother loves to hug her baby, as a sign of love, care and ultimate protection. Huggies understood this and connected easily to that function by launching the quest for the "Greatest Hug of All" while simply reinforcing the main functional promise and turning it into an emotional promise:" Huggies Hugs Like a Mother’s Hug".