For Huggies Brand, a $10M Digital Diaper Change
Huggies' marketing head calls a new info and community site a 'top priority' for the brand.
Huggies' marketing head calls a new info and community site a 'top priority' for the brand.
Kimberly-Clark Corporation gave its Huggies brand a digital diaper change this week, to the tune of $10 million.
The company set up a new community, advice and information site at HuggiesBabyNetwork.com, and is supporting the launch with an extensive online and offline campaign.
“It’s being treated like a product launch,” said Mark Cammarota, director of marketing for Huggies Baby Care. “It’s one of our top priorities for the Huggies brand.”
Kimberly-Clark spent a total of $3.5 million over two years building the site, and will spend an additional $7 million marketing it in 2005.
The Web presence aims to grab mothers’ attention when they first discover they’re pregnant, and retain their loyalty during the newborn, infant and toddler phases. Features include expert advice, a virtual nursery creator, an online community, and of course, Huggies product information.
“It’s all about enhancing the equity of Huggies,” said Cammarota. “Moms want to buy products from brands they have an emotional connection with. This effort is about building loyalty and being a total solution.”
The promotional effort supporting the Huggies Baby Network covers brand packaging, event marketing, print and online. AmericanGreetings.com, Parents.com and iVillage are among the properties included in the Web media buy.
The branded content site replaces earlier Web community efforts, including ParentsStages.com, which now redirects to the Huggies Baby Network. ParentStages displayed the branding more subtly than does the new site. Cammarota said early testing found Huggies’ target audience actually liked the more prominent placement.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article