BIG MOVERS by Edelman New York, J. Walter Thompson New York for Huggies

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BIG MOVERS

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Industry Baby Hygiene
Media Direct marketing
Market United States
Agency Edelman New York
Agency J. Walter Thompson New York
Executive Creative Director Kash Sree. Walt Connelly
Creative Director Richie Glickman
Art Director David Alfonso Suárez
Copywriter Danny Gonzalez
Released July 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: KIMBERLY-CLARK
Product/Service: HUGGIES NAPPIES
Agency: JWT
Agency: EDELMAN
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: JWT, New York, USA
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Walt Connelly (JWT New York)
Creative Director: Richie Glickman (JWT New York)
Art Director: David Suarez (JWT New York)
Copywriter: Danny Gonzalez (JWT New York)
Design Director: Aaron Padin (JWT New York)
Global Business Director: Karyn Rockwell (JWT New York)
Account Director: Zahida Virani (JWT New York)
Account Director: Aissatou Balde (JWT New York)
Planning Director: Lauren Turner (JWT New York)
Planner: Libby Schaub (JWT New York)
Director of Operations: Jean Dabrowski (JWT New York)
Print Producer: Dana Pettit (JWT New York)
Project Manager: Lani de Rose (JWT New York)
Account Director: Paige Peldo (Edelman)
President: Mario P. Cloutier (Xclamation Marketing)
Media placement: TV Campaign - 2 Spots (:30 And :15) - "US: ABC, NBC, Fox, CBS, Nick, TBS, VH1, TLC, BET, BRAVO, E!, DISC HEALTH Canada - 29/07/2009
Media placement: Print Campaign - 1 Half Spread Execution - "US Publications: Parenting The Early Years, American Baby, Parents Magazine, Ca - September 2009
Media placement: Experiential - Canada: High Traffic Shopping Malls In Canada, Retailers Across Canada Such As W - 24/07/2009

Describe the brief/objective of the direct campaign.
What do you do when you’ve innovated a diaper which, in diaper circles, is likened to the iPod, yet whose main improvement isn’t yet relevant to consumers? Huggies’ revolutionary curved diaper, which is uniquely shaped to fit babies for better movement, faced an uphill battle – moms think their current diaper is fine, and don’t care about shape. They want their diapers not to leak, and already think diapers are curved (try opening one up – you’d think so, too). We had to break through complacency and make shape matter, getting moms to take a fresh look at their options.

Explain why the creative execution was relevant to the product or service.
In a tongue-in-cheek unveiling, Angie Harmon and her husband, former NFL Giants player Jason Sehorn signed Huggies Big Movers sneakers, putting them up for auction on eBay to benefit KaBoom!, a children’s charity. Other celebrity parents like Sarah Michelle Gellar, Naomi Watts, Jennie Garth and influential bloggers got in on the joke. And baby races held at malls country-wide spread the shape gospel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To take shape from irrelevant feature to diaper essential, we needed to reframe shape in a context that made the difference meaningful to parents. Huggies Little Movers’ shape lets babies really move, making it tougher for parents to keep up. In Huggies innovative excitement, they neglected to consider the effect shaped diapers would have on parents, and the difficulties involved with keeping up with more mobile offspring. Huggies had to remedy the situation – by creating the first-ever parenting shoe, an over-the-top, awesomely winged sneaker, the Huggies “Big Movers”, to help parents “keep up” with their Little Movers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The event garnered 39 million media impressions, garnering coverage in Us Weekly, Associated Press, Fox & Friends, Good Day New York, People.com and on influential blog Celebrity Baby. More than 3,000 parents joined the Huggies Brand on Facebook and Twitter. And parents couldn’t wait to get their hands on Big Movers – every shoe incited eBay bidding wars, driving demand and, even better, contributions to KaBoom!.