Huggies: Mum ki baat

Huggies, a disposable diaper company, increased reach, views and engagement rates by gaining the trust of mothers.

Campaign details

Brand: HuggiesAgency: MindshareRegion: APAC

Strategy

Objective

Huggies, despite being a legacy brand and having very high awareness scores, had lost its market share to aggressive competition, partly due to lower consideration. As per the Brand Health study, the awareness score i.e., Spontaneous Brand Awareness was 91 & consideration scores were 78 which needs to be uplifted as compared to the competition brands.

Therefore, the task was to increase consideration by getting mothers to adopt Bubble wala Huggies, the soft diaper for their baby's utmost comfort and drive competitive switch.

Target Audience

Female –...

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