Huggies: DAD'S PREGNANT TOO

Credits & Description:

Type of entry: Sectors
Category: Healthcare & Wellbeing
Advertiser: KIMBERLY CLARK
Product/Service: HUGGIES
Agency: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA

Client: KIMBERLY CLARK
Product: HUGGIES
Entrant: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Sectors
Category: Healthcare & Wellbeing
Entrant Company : OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Advertising Agency : OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Media Agency : MINDSHARE Buenos Aires, ARGENTINA
Production Company : ORUGA CINE Buenos Aires, ARGENTINA
Executive Creative Director: Javier Mentasti (Ogilvy/Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy/Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy/Mather Argentina)
Creative Director: Juan Pablo Carrizo (Ogilvy/Mather Argentina)
Creative Director: Patricio Elfi (Ogilvy/Mather Argentina)
Art Director: Bruno Franchino (Ogilvy/Mather Argentina)
Copywriter: Horacio Sormani (Ogilvy/Mather Argentina)
Account Director: Constanza Archain (Ogilvy/Mather Argentina)
Account Supervisor: Luciana Dau (Ogilvy/Mather Argentina)
Executive Chief Of Production: Valeria Pinto (Ogilvy/Mather Argentina)
Agency Producer: Viviana Simone (Ogilvy/Mather Argentina)
Director: Javier Nir (Oruga)
Director: Pablo Fischerman (Oruga)
Editor: Javier Blaya (Oruga)
Executive Producer: Ioni Borisonik (Oruga)
Producer: Florencia Carpaneto (Oruga)
Coordinator Of Production: Santiago Travi (Sin Sistemas)
Director Of Photography: Diego Rovaldo (Sin Sistemas)
Director Of Photography: Martin Levi ()
Chief Producer Of Btl: José Cardelli (Ogilvy/Mather Argentina)

Describe the campaign/entry:
Huggies needed to regain the leadership in the new born segment, and increase the sales. The brand has been working to integrate fathers to a market that always have been targeted to mothers. And we saw the opportunity to go further:reach men that haven't changed a diaper yet.

The idea was born from a very underappreciated observation: only moms can feel their baby in her bellies. We thought: Why not compensate fathers and replicate the baby’s movements and kicks in the dad’s belly? So we did: we developed belts that replicates in real time the movements and the baby’s kicks, from the mom’s belly, to the dad’s belly.

An innovation specifically developed to reach fathers, and young couples. In a continent when usually the fathers live the pregnancy as outsiders, and many times feel aside, we are installing the concept of pregnant couple. This is a very direct and clear message from Huggies to all fathers: pregnancy is something that is lived as a couple.


The buzz generated by this PR campaign was incredible. It reached almost everywhere. Finally, we developed a POP campaign in the sales points (supermarkets and baby stores) to maximize the impact of the “Embarazados” campaign, and translate the success of the idea, to a success in sales numbers.

After the launch of “Dad’s Pregnant Too”, the number of sold diapers increased in a 13% (From 4.340 million in May to 4.908 million on June, 600 million more) Huggies regained the leadership in the new-born segment.

Describe the brief from the client:
- Generate massive talkability, improving the brand image, specially between the young couples market, making them focus again on Huggies.

- Increase the sales and regain the leadership of the new born segment of the market. New born segment is the one who generates the highest brand fidelity with the target.

- Reactivate the digital platform “Escuela para Padres Huggies”, increasing the trafficto the site Escuelahuggies.com

Results:
The viral video of the experience reached more than 5.000.000 organic views all over YouTube, and 3.000.000 shares on Facebook. Thousands of blogs and websites from all over the world shared the experience developed by Huggies, reaching an estimated media reach of 180.000.000 people.

After the launch of “Dad’s Pregnant Too”, the number of sold diapers increased in a 13% (From 4.340 million in May to 4.908 million on June, 600 millions more)

Huggies regained the leadership in the new-born segment.

The traffic to EscuelaHuggies.com increased in a 264%, and the male public went to 5% to 18%.

And the most important result of all: men who never changed a diaper before, started to think in diapers thanks to Huggies.

Execution:
The first step was to create a team, integrated with engineers, doctors, and industrial designers, to develop the concept idea for the belts. After months of developments, the belts were ready, so we invited future dads to try them.

Then we registered the experience, and it was so emotive, that we instantly had material for our viral video. We generated branded content and corporate image from a direct experience. And it was a success. The internet did the rest: the spread reached almost everywhere.

Finally, we developed a POP campaign in the sales points (supermarkets and baby stores) to maximize the impact of the “Embarazados” campaign, and translate the success of the idea, to a success in sales numbers.

The Situation:
Huggies is one of the two undisputed leaders of the diapers market. After the commercial success of “Escuela para Padres Huggies” (“School for parents Huggies”), an online platform for young fathers, the sales gave Huggies the leadership of the newborn segment.But Pampers reaction was immediate.

They quintupled the Advertising investment compared to Huggies, and they reinforced the brand presence in the new born segment.At the end of May 2013, Huggies sales decreased by 16%, and Pampers won the leadership of the new born segment.It was about time for Huggies to react. But the budget was modest, almost very low.

The Strategy:
The communication of the idea was divided in two parts: the first one is the belt’s experience itself, designed as a promo for the young pregnant couples. This is how we engaged directly a portion of the target: future dads and their pregnant couples, and how they felt their baby’s in their own bellies for the first time.

When we registered the experience, it was so emotive, that we instantly had material for our viral video. We generated branded content and corporate image from a direct experience. And it was a success. The internet did the rest: the spread reached almost everywhere.

Finally, we developed a POP campaign in the sales points (supermarkets and baby stores) to maximize the impact of the “Embarazados” campaign, and translate the success of the idea, to a success in sales numbers.