Huggies: No Baby Unhugged

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

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...

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