More NewsHuggies Sponsors Circle of Moms Facebook App

Huggies Sponsors Circle of Moms Facebook App

Deal represents Kimberly-Clark brand's first close contextual integration with an app.

Huggies maker Kimberly-Clark is sponsoring the Circle of Moms Facebook app, which claims to reach more than 2 million women with information, advice, and interactive tools.

The campaign was brought together by direct sales company Appssavvy and Kimberly-Clark agency Mindshare. Circle of Moms users who enter the site’s new Huggies-sponsored “Baby Zone” will find an advice column, a mother-to-mother forum, age-specific information about diapers, and interactive tools such as a baby photo uploader.

It also includes Huggies’ “Enjoy the Ride Rewards” program, which offers the chance to win a year’s worth of Huggies along with other prizes. To boost engagement, the site is issuing codes that can be used with the rewards program.

A small startup with less than a dozen staff, Circle of Moms lacks the sales clout to reach out directly to Kimberly-Clark, according to an Appssavvy spokesperson. He added Appssavvy’s team worked with its contacts at Mindshare to get the Huggies deal.

According to Appssavvy CEO Chris Cunningham, Kimberly-Clark is “dabbling in different social media” but has not sponsored a Facebook application. “This is brand new for them,” he said. “From the feedback I’ve received, this is some of the most innovative stuff they’ve bought.”

While Kimberly-Clark has done some work with social media advertising, the Circle of Moms campaign is significantly different in that it is contextually relevant and “wasn’t about banners,” according to Cunningham, although banner ads are a part of it.

Huggies Senior Brand Manager Tim Abate noted the company recently began expanding into other online channels, including video and blog advertising. While the overall percentage of Huggies advertising dollars spent online remains small compared to the brand’s total marketing expenditure, it is growing. He added that more of that online spending pie is being spent on social networking outreach.

The goal for Huggies, Abate said, is to find a way to “better integrate to where moms are spending their time and looking for information” but to do it in a non-obtrusive manner.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts