OVERZEALOUS MOMS by Wunderman New York for Huggies

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OVERZEALOUS MOMS

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Industry Baby Hygiene
Media Promo & PR, Case study
Market United States
Agency Wunderman New York
Account Supervisor Alissa Lifshitz
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: KIMBERLY-CLARK
Product/Service: HUGGIES DIAPERS
Agency: WUNDERMAN NEW YORK
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: WUNDERMAN NEW YORK, USA
Entry URL: http://for-your-consideration.com/huggiespureandnatural/
Creative Lead, Art: Tracy Flynn (Wunderman)
Group Creative Director: Kerry Mellor (Wunderman)
Chief Creative Officer: Nick Moore (Wunderman)
Director of Strategy: Andy Semons (Wunderman)
Vice President/Group Director Insights & Optimisation: Phil D'Addio (Wunderman)
Creative Lead, Art: Ericka Robbins (Wunderman)
Account Supervisor: Alissa Lifshitz (Wunderman)
Creative Lead/Copywriter (Freelance): Jennifer Nash (Wunderman)
Senior Vice President/Director of Interactive Development: Luis Hernandez (Wunderman)
Senior Flash Animator (Freelance): Bentsi Beberashvili (Wunderman)
Account Director (Freelance): Adriano DeCardenas (Wunderman)
Media placement: Banners - Http://www.babycenter.com/pregnancy - 13/11/2009
Media placement: Banners - Http://babynames.com/ - 13/11/2009
Media placement: Banners - Http://www.webmd.com/parenting/baby/diapering-A-Baby-9/default.htm - 13/11/2009
Media placement: Banners - Http://pediatrics.about.com/ - 13/11/2009
Media placement: Banners - Http://babyparenting.about.com/ - 13/11/2009
Media placement: Banners - Http://www.babyzone.com/loadpage/topic.asp?u=y&ulrname=pregnancy&topiculrname=& - 13/11/2009
Media placement: Banners - Http://parenting.ivillage.com/pregnancy/topics/0,,4rpv,00.html - 13/11/2009
Media placement: Banners - Http://www.parents.com/baby/ - 13/11/2009
Media placement: Print Ad - The Examiner - 20/04/2010

Results and Effectiveness
The 2010 Kimberly-Clark Huggies Pure & Natural online display advertisement delivered tremendous overall performance. The rich media banners generated 1,808,378 interactions on 20,004,178 impressions. The interaction rate of 9.04% is 39% higher than the Kimberley-Clark interaction rate benchmark of 6.51%. The observed interaction rate on the 300 X 250 creative units was even higher, at 9.62% (48% above benchmark.) Consumers interacted with the rich media ad on average for 10.19 seconds. The 160 X 660 creative unit delivered an even higher average interaction time of 11.92 seconds. Overall, the Huggies Pure & Natural display advertisement exceeded client expectations.

Creative Execution
We wanted mother's to believe that by using Pure & Natural diapers, they were providing the best care. Building off our insight, we developed the concept of "Overzealous Moms." Most mothers want to provide the best care for their babies, but these mothers may have gone a bit too far. We developed surprising visuals that invited moms to laugh at themselves. These are babies whose mothers have been a bit overzealous in their efforts to provide the best. The campaign launched with banners supported by print ads. Banners were a perfect way to communicate with this target since they spend much time gathering information at this stage in motherhood and most of this is done online. The striking images caught mom's attention and invited her to engage with our banners. There was a demo highlighting the unique qualities of the diaper and tips to expand on the idea of gentle care.

Insights, Strategy & the Idea
Kimberly-Clark sought to position their HUGGIES Pure & Natural diapers as a premium diaper that provides gentle, natural care. Being that the product was something of a newcomer to the marketplace, our key challenge was to create awareness of the product and position it as being “the best” you can provide your baby in gentle care with protection. Critical to this was breaking through the clutter of mom-directed advertising that the target, expecting and new mothers, is faced with. We needed to create something that would grab their attention and resonate with them. In addition, we needed to clearly communicate the "reasons to believe" that Pure & Natural is the best in gentle care and protection in order to differentiate it from other premium diapers on the shelf. From here, we focused in on the insight that new mom's will go to any lengths in order to provide the best care for their babies.