Huggies Little Swimmers and Water Babies team up for baby swim campaign
Huggies Little Swimmers has teamed up with swim school network Water Babies in order to encourage parents to get their little ones in the water more often.
Olympic swimmer and swim school teacher Karen Pickering is to front the campaign and create content for PR, online and digital takeovers. The first stage of the partnership consists of promotional activity offering a free baby swim session with any two purchases from the disposable swim nappies range.
The campaign will encompass PR, digital, mobile, pay-per-click and direct mail, with geotargeting being implemented to reach out to shoppers when in the vicinity of a store.
Huggies Little Swimmers brand manager, Sarah Gamble, described the campaign as “our highest value promotion to date”.
Gamble added: “Our research shows that parents are taking their babies swimming, but a third are doing so only once a month or less due to the hassle factors involved. We are responding to consumers’ needs by developing innovative solutions to make swimming a more hygienic, stress-free experience.
“Our range is set to expand over the next few months beyond disposable swim pants to meet these needs. The campaign is designed to drive footfall in store which means it is essential for retailers to stock up on the range.”