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Code helps Huggies find Baby Moviestar

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By The Drum Team, Editorial

November 22, 2007 | 2 min read

Global health and hygiene company, Kimberly-Clark, has launched a fun viral for its nappy brand Huggies.

The ‘Baby Moviestar’ viral, created by Manchester-based digital agency Code Computerlove, has been designed with the intention of extending the brand’s reach and interaction with parents, and to promote competition to find the face of Huggies Super-Dry.

Consumers can upload a picture of their ‘little darlings’ online so they can star in a western, sci-fi or fantasy movie. The movie can be further personalised with their child’s name, favourite toy, most hated vegetable and name of the movie.

Paul Finch, brand manager for Huggies Super-Dry and Wipes, said: "This is the first time we've used a viral for the Huggies brand but think it is a fantastic and cost-effective way to extend our reach to parents and parents to be.”

The competition winner will feature in a Huggies advert and receive a year\'s supply of nappies. Huggies will donate 10p for every entry into the competition to Operation Smile, which provides free cleft lip and palate surgery.

The new viral campaign is part of Code\'s ongoing work with Kimberly-Clark's European operation, after creating the Huggies Club website six years ago.

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