New Huggies Campaign created by Multiply
A new campaign for Huggies to promote its Super-Dry nappies range has been created by Edinburgh-based agency Multiply.
The fully integrated ‘Everyday Discoveries’ campaign, developed in conjunction with Biss Lancaster, Mindshare and Hyper invites parents to upload photographs and video clips of the everyday discoveries their child has experienced.
The entries are displayed on an interactive gallery, with the final 10 winning babies featuring in a unique story book penned by Disney artists.
Kate Fenton, director of Multiply, said: “Our brief was to transition mums through a product change on Huggies Super-Dry using exciting communication focused on the benefits of the new product.
“Our final creative theme communicated the brand as ‘Baby Approved for Everyday Discoveries’, giving babies the freedom to discover the world around them whilst staying comfortable and dry.”
Multiply coordinated marketing activities for a full press campaign, rich media online advertising and a targeted electronic direct marketing campaign to Huggies Club and Askamum.com members.
The promotional site has received over 15,500 visits to date.