CASE STUDY: Huggies Korea and Postvisual ‘translate’ baby babbles

Background

Like most people in South Korea, mothers live highly digital lives. Huggies Korea has in the past relied on traditional media. Despite a stable image, the diaper maker had concerns that it might come to be thought of as an ‘old’ brand.

Aim

Position Huggies Korea as a younger, friendlier, and more attractive brand to young mums through an engaging digital campaign scheduled for the Christmas time period.

Execution

The campaign started with banner advertising in digital media channels young moms consume, asking “Can the babbling of my baby be translated?” Those teasers led to a YouTube channel where the mothers were invited to register and upload their own baby videos. Postvisual selected certain clips, added witty subtitles supposedly reflecting the banter of the infants, and loaded those altered clips to the channel for all to enjoy (see two examples below). Mothers who registered later received a physical Christmas card containing the text of their baby’s translation, a QR code, and a gift card code.

Results

During the one month duration of the campaign, the team created 103 customised clips out of 432 uploads. The branded YouTube channel garnered 97,000 visitors. Postvisual calculated Huggies Korea’s one-way exposure at 324,000 minutes and its interaction exposure at 628,000 minutes. The campaign also achieved a viral lift, from both social sharing of the videos within Korea and international mentions by some influential bloggers.

Credits

Campaign name Huggies Korea Babbling Translator
Agency Postvisual
Campaign Director Jeehee Lee
Executive Creative Director Euna Seol
Creative Director Euna Seol
Account Executive Jonghyuk Paeck
Digital Conceptor Yujin Lee, Wooseob Oh
Digital Designer Yonghee Park, Youngjoo Yoon
Film Sungwook Kim, Jiho Lee, Hanna Shin, Sihyeon Kim
Social Communication Sunghee Son, Seunghyun Lee, Ina Kim