LITTLE BUNDLE OF LAUGHS by J. Walter Thompson London for Huggies

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Industry Baby Hygiene
Media Promo & PR, Case study
Market United Kingdom
Agency J. Walter Thompson London
Director Russell Thomas
Executive Creative Director Russell Ramsey
Creative Director Sir Dominick Lynch-Robinson
Art Director Matt Leach
Copywriter Jess Oudot
Producer Ben Swaffer
Released August 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: HUGGIES
Product/Service: HUGGIES
Date of First Appearance: Aug 10 2010
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Dominick Lynch-Robinson (JWT)
Copywriter: Jess Oudot (JWT)
Art Director: Matt Leach (JWT)
Agency Executive Producer: Dean Baker (JWT)
Account Manager: Marina Belik (JWT)
Planner: Ashmita von Habsburg (JWT)
Producer: Ben Swaffer (JWT)
Director: Russell Thomas (JWT)
Production Company: The Jack Film Company
Editing and Audio Agency: The Joint
Digital Agency: Multiply UK
Media placement: Live Event - Leicester Square Theatre, London - 10 August 2010
Media placement: Viral -, Facebook, YouTube – Huggies Channel - 30th August 2010

Insights, Strategy & the Idea
HUGGIES were failing to get onto consumers’ radars and struggling to compete with the market leader. Our objective was to differentiate them from their competitors and get consumers to engage with the brand, so they would be receptive to offers on HUGGIES products. The target audience was pregnant women and new parents who had not yet chosen a nappy brand but were about to do so.

HUGGIES’ competitors paint an idealistic picture of parenthood. Our insight was that we could make HUGGIES stand out from the crowd by showing that they alone understand what it’s really like to be a parent.

Creative Execution
Our solution was to use insight-based humour to show that, unlike other nappy brands, HUGGIES understand the realities of parenthood. We asked top UK comedians with children to write exclusive stand up comedy about the realities of pregnancy and parenting and perform it at special HUGGIES Little bundle of laughs comedy events. The events were publicised and tickets were sold online.

Footage of the events was cut into short clips that were gradually released on the HUGGIES website, YouTube channel and Facebook page. The clips drove parents to special offers on HUGGIES products. Interactive banners drove parents to the clips.

Results and Effectiveness
Tickets to the comedy events (priced at £10) sold out and the campaign received lots of free publicity in the Parenting and National Press. It was Critic’s Choice in The Saturday Times Playlist and Pick of the Week in The Guardian and The Independent on Saturday.

When questioned, 75% of pregnant women and new parents who had seen the campaign said it was better than advertising by other baby care brands and 70% said it was more fun and engaging. 85% said they’d sent the online clips (which linked to HUGGIES offers) to a friend.