Huggies Promo ENJOY THE RIDE by Wunderman New York

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Industry Baby Hygiene
Media Promo & PR
Market United States
Agency Wunderman New York
Associate Creative Director Lisa Burdige
Creative Director Doug Bost, Peter Ciccotto
Copywriter David Augustyn
Creative Erica Robbins
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Product/Service: DIAPERS
Date of First Appearance: Mar 15 2010
Entrant Company: WUNDERMAN NY, USA
Executive Vice President/Chief Creative Officer: Nick Moore (Wunderman)
Senior Vice President/Executive Creative Director: Bob Lukasik (Wunderman)
Group Creative Director: Kerry Mellor (Wunderman)
Creative Director: Doug Bost (Wunderman)
Creative Director: Peter Ciccotto (Wunderman)
Associate Creative Director: Lisa Burdige (Wunderman)
Copywriter: David Augustyn (Wunderman)
Creative: Erica Robbins (Wunderman)
Senior Vice President/Group Account Director: Joyce Karel (Wunderman)
Client Director: Wade Murray (Wunderman)
Strategy Director: Brenda Fiala (Wunderman)
Campaign Supervisor: Alicia Mulvihill (Wunderman)
Analytics: Phil D’Addio (Wunderman)
Account: Rebecca Hisler (Wunderman)
Media placement: Direct - N/A - 15 March, 2010

Describe the objective of the promotion.
The last thing first-time moms want to think about is poop. But in the diaper category, being first in the nursery is critical to success. We had to get moms interested during pregnancy, and keep their attention all the way through potty training.

Describe how the promotion developed from concept to implementation.
We created the multi-channel “Enjoy the Ride” program, full of one-of-a-kind solutions for moms at each stage of their baby’s development. Our insight: being a parent comes with a lot of crap! But it’s also amazing. We offered lots of ways to help moms keep things clean, and have more fun.

We developed a dialogue with moms that stayed relevant as their babies grew, and became a trusted resource as well as a conduit for rewards, promotions, and value. We drove high engagement levels with moms, particularly at the most important “new baby” stage.

Explain why the method of promotion was most relevant to the product or service.
Given we had to get moms interested during pregnancy and keep their attention all the way through potty training, we launched a program which would drive high levels of engagement throughout the various stages of motherhood. We continuously provided moms with new ways to engage with the program and the Huggies brand. Key engagement activities included monthly and quarterly sweepstakes, instant win promotions, point-earning activities, a robust rewards catalog and relevant, value-added information.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The program has exceeded goals across all key metrics. Program registrations more than doubled, to 1.7 million members, to end 2010. Over a third of members are active in the program. Nearly 2 million points are redeemed each month on sweepstakes and instant win games and over 2 million points are redeemed each month in the rewards catalog. Additionally, nearly 1 million points are redeemed toward charitable donations on a monthly basis.