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Huggies Pull Ups appoints affilinet for performance lead generation as part of Mindshare campaign


By The Drum Team, Editorial

August 14, 2012 | 2 min read

Huggies Pull Ups has announced the appointment of affilinet to create the potty training brand’s first performance lead generation campaign, primarily focused on email and integrated offers with partner sites such as MagicFreebies, Freemax and WRM.

The goal is to motivate parents to sign up to a Potty Training Camp Pack, with affilinet aiming to achieve 12,000 double opt-in leads.

Gary Bicker, managing director at affilinet UK, said: “Lead generation is exceptionally effective in terms of exposure and return on investment it delivers. The campaign is very targeted in order to ensure that the people signing up to the Potty Training Camp Pack are highly relevant and therefore will engage with the Huggies Pull Ups brand and make the most of the information available as they potty train their toddlers.”

The campaign is expected to run until at least October, with the ability to build a highly relevant and active community with which to carry out a targeted six week communication programme.

Sarah Gamble, brand manager for Huggies Pull Ups, said: “Potty training can be a stressful time for parents and children alike. Having help, support and guidance during this time is critical. At Huggies Pull Ups we’ve pulled together expert articles, videos and advice from across the board aimed at helping parents answer questions they, or their children, may have. To promote the Potty Training Camp, we’ve looked to diversify and incorporate new channels into our marketing activity to help create a dynamic go-to forum. So far we’re very pleased with the results of the lead generation campaign. It’s driving good value for money and a good conversion rate, which can only contribute positively to the campaign’s overarching goal.”

Richard Lane, affiliate director at Mindshare, said: “A key objective of the Huggies Pull Ups campaign is to inspire action amongst parents and get them interacting with the brand. We know that performance marketing is much more effective at both targeting highly relevant individuals and inspiring them to sign up, as opposed to display marketing, which was why we proposed this element of the campaign.”


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