HELPING DIAPER EVERY LITTLE BOTTOM by Ogilvy & Mather USA for Huggies

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HELPING DIAPER EVERY LITTLE BOTTOM

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Industry Hygiene & Personal Care Products, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Ogilvy & Mather USA
Art Director Juanita Thompson
Account Supervisor Rachel Henderson
Released August 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: KIMBERLY-CLARK / HUGGIES®
Product/Service: CORPORATE RESPONSABILITY PROGRAM
Managing Director, Strategy & Planning: Beth Ruoff (Ogilvy Public Relations Worldwide)
Vice President: Amanda Shannahan (Ogilvy Public Relations Worldwide)
Account Director: Sarah Gates (Ogilvy Public Relations Worldwide)
Account Supervisor: Rachel Henderson (Ogilvy Public Relations Worldwide)
Account Executive: Vanessa Igel (Ogilvy Public Relations Worldwide)
Assistant Account Executive: Amal Omer (Ogilvy Public Relations Worldwide)
Vice President, Digital Strategy: Heidi Hess (Ogilvy Public Relations Worldwide)
Digital Strategist: Tanya Chadha (Ogilvy Public Relations Worldwide)
Senior Vice President: Heidi D'Agostino (Ogilvy Public Relations Worldwide)
Art Director: Juanita Thompson (Ogilvy Public Relations Worldwide)
Photo Art Director: Leah Shoval (Ogilvy Public Relations Worldwide)
Media placement: Press Releases - Associated Press, New York Times, LA Times, Chicago Tribune - 17 June 2010
Media placement: Media Event (Kicking Off National Diaper Drive) - Babies "R" Us, Union Square, New York - 5 October 2010
Media placement: Social Media - BlogHer - Blog Posts (8), Facebook Posts (8), Twitter (86) - 6 & 7 August 2010

Summary of the Campaign
Imagine having to keep your baby in a wet diaper all day or having to choose between buying diapers or food.
For millions of mothers, this is an everyday reality.

In 2009 with the economy still in decline, Huggies® representatives began reporting more calls about moms unable to provide diapers.
Anecdotes about moms using plastic bags in place of diapers, reusing soiled diapers, or only being able to change their babies once a day (versus suggested 6-8 times), brought home this critical issue.

Huggies stepped forward to help with its first-ever corporate responsibility program.
In addition to getting diapers to babies in need, HUGGIES® would build a diaper distribution network. "Every Little Bottom" was born.

Coining the term, "diaper need," the team created an integrated communications campaign - using earned and social media, paid advertising, retail and nonprofit partners - to drive awareness and spark action.

Over 300 local diaper drives were held. 100,000 moms donated loyalty points. Awareness of diaper need increased. New diaper banks opened.
26 million diapers were distributed to families in need - the equivalent of diapering 10,000 babies, seven times a day, for a full year.
And Huggies is just beginning: Changing lives.
One diaper at a time.

The Situation
The marketplace is saturated with causes - from breast cancer to hunger - so success required a fresh approach. To stand out, Huggies had to champion a new, uniquely ownable cause. Research revealed heartbreaking stories about moms not being able to provide diapers for their babies. By spotlighting this 'new' but socially critical issue, Huggies could engage consumers and other key stakeholders and lead the way to a sustainable solution.

Huggies also faced competitive challenges. In 2006, Pampers launched One Pack = One Vaccine, which created buzz and drove sales, and led consumers to perceive Pampers as a leader in social responsibility.

The Goal
Our goal was to establish Huggies as a leader in corporate responsibility and build loyalty among moms, the brand’s primary consumers. Doing so required implementing five key steps:

1. Identify and bring awareness to an unknown but critical issue that was relevant and compelling to moms
2. Spark engagement with consumers, employees, retailers and other key influencers
3. Build a sustainable solution through a network that continuously provides support
4. Differentiate the brand’s corporate responsibility program from competitors
5. Do more than "sell" a cause. Huggies would lead the way to making lives better almost immediately

The Strategy
The team conducted original research that revealed two key findings: the problem of mothers not being able to provide diapers was widespread, yet at the same time, it was little known. By giving the issue a name - "diaper need" - we could immediately drive home the nature of the problem and begin leading the development of an ongoing solution.

Using the proven Food Bank Network model, Huggies created a national network of "diaper banks" to distribute diapers to moms and babies in need.

The diaper banks would allow Huggies to engage consumers, retailers, employees, nonprofits and other influencers at both a community and national level and make a long-term commitment to help address diaper need. Specifically, the three-prong approach:
• Brought together existing local organizations dedicated to the issue
• Engaged and inspired other nonprofits to participate
• Sparked consumer, retailer and employee participation resulting in greater diaper donations

Execution
Public relations activities included:
• Identity Development: Created logo, guidelines, messages.

• Diaper Banks: Identified/engaged 10 organizations concerned with diaper need; convened first-ever diaper summit; opened new banks.

• Media: Launched campaign with research findings. Announced initial 2.5 million diaper donation to local diaper banks.
Introduced celebrity mom, Ellen Pompeo, as campaign ambassador on leading talk show.

• Online: Created EveryLittleBottom.com Web site with resources and personal stories of moms in need.

• Employees: Kimberly-Clark employees organized diaper drives; established local diaper banks.

• Social Media: Generated conversation and diapers on Huggies Facebook and Twitter communities; engaged seven blog ambassadors; and sponsored largest U.S. Mom blogger event, BlogHer.

• Partnerships: Engaged nine nonprofits to raise awareness and execute ongoing diaper drives. Four national retailer partnerships enabled consumers to donate and turn loyalty points into diapers.

• Integrated communications campaign: Led development of 4th quarter program that included retailer support, paid advertising.

Documented Results
In under a year, "Every Little Bottom" put a spotlight on diaper need and sparked consumer and stakeholder engagement.
While awareness of the Pampers vaccine program remained flat, more than 107 million earned media impressions contributed to the increase in awareness of the Huggies program among mothers compared to March 2010 (19% vs. 7% in U.S; 21% vs. 7% in Canada). Coverage included The Ellen DeGeneres Show, USA Today, Associated Press and People. The Web site had 145,000 unique page views.

The national diaper network and online resources united millions of consumers, 20 nonprofits, a national sports league and four national retailers to get diapers to babies in need.
Over 300 diaper drives, online donations, donated loyalty points from 100,000 consumers (in just three weeks) and an integrated corporate responsibility campaign contributed to 26 million diapers donated—enough to diaper 10,000 babies, seven times daily, for an entire year.