Campaign details
Brand: HuggiesBrand Owner: Kimberly ClarkLead Agency: Ogilvy, MindshareContributing Agency: Veritas, BarrowsCountry: CanadaIndustries: Baby careMedia Channels: Content marketing, Mobile & apps, Online display, Online video, Product sampling, Social media, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million
Executive Summary
Over ten years ago, Huggies was the leading brand in the diaper category. But in recent years it had lost its focus, with Canadian marketing efforts subsumed to a North American approach. In 2015, Canada developed a country-specific program, which didn't just...