Background

The diaper category is flooded with cute babies, but consumers often fail to connect the cuteness with the associated brand. In addition, most brands tout similar product benefits.

Aim

Tribal DDB India set out to create a memorable engagement that would be true to Huggies’ positioning of enabling playful moments between moms and babies who are happy because their skin is healthy instead of irritated.

Execution

The agency created an online 3D baby who is unhappy due to dry skin. Consumers are invited to give the baby various items in an effort to cheer him up, including a mobile phone and a toy train. But the only item that provides lasting contentment is a Huggies Total Protection diaper. The consumer is also invited to request a free sample pack of the product.

Results

Halfway through the campaign, the campaign exceeded, or was on the way to exceeding, several objectives: The Facebook fan target of 1,500 was beaten fourfold, with 6,700. The brand’s Facebook post virality and engagement increased 14.4 per cent and 5.6 per cent, respectively. Game plays reached 76 per cent of the target, and the brand received 870 sample pack requests.