CASE STUDY: Huggies goes back to Facebook for 'Gold' campaign

Aim

To boost engagement with current and new Facebook fans, as well as to raise awareness and online word-of-mouth about the new Huggies Gold products.

Execution

The Huggies Gold product is about providing ultra comfort to babies, to make babies dry and happy. The company started the campaign with a traditional TVC, but recognised that millions of people on Facebook loved sharing happy baby videos. So the team decided to ride on this behavior to extend the product messages.

Together with Ogilvy, the Huggies brand created an integrated campaign that invited parents to continue the TVC by sharing videos of their happy babies on the Huggies HK Facebook Page along with a line of Huggies Gold slogan to share the babies’ happiness online. As part of the campaign, judges will pick the best videos to be part of Huggies Gold advertisements on TV and outdoor screens.

The key approach to the campaign was to capitalise on the activity already taking place on Facebook. “Social media has become a prevalent channel for brands to reach their audience,” says Thomas Crampton, director social media, Ogilvy & Mather Asia Pacific.

While continuing the TV advertisement was the outcome of the campaign, the team is generating weekly mashup videos to ensure most participating parents are engaged with the brand.

Results

• In only 3 weeks, more than 850 videos were received with different user-generated Huggies Gold slogans.
• Four mashup videos published weekly during the campaign, each video received on average 115,000 impressions, all together more than 450,000 impressions. This is more than twice the number of parents with kids below two-years-old in Hong Kong.
• In only 3 weeks, Huggies Gold content was exposed to more than 2.2 million Facebook users,  more than half of the Facebook population in Hong Kong.

Credits

Campaign name Huggies Fun TV
Agency Ogilvy & Mather Advertising, Hong Kong
Account servicing Jessica Lau, Karen Tong
Creative Roy Yung, Calvin Chow, Chika Tsang
Digital Tim Ho, Jared Ko, Hedy Bok
Exposure online, outdoor, TV