Huggies Newborn Diapers: How a Touching Insight helped the brand deliver before the hospital

Campaign details

Brand owner: Kimberly-Clark
Lead agency: Mindshare Vietnam, Ogilvy & Mather Vietnam
Brand: Huggies
Country: Vietnam
Industry Baby care
Media: Content marketing, Email marketing, Integrated, Internet - display, Internet - general, Internet - microsites, Internet - search, Magazines - consumer, Online video, Product sampling, Sales promotion, Television
Budget: 1 - 3 million

Executive summary

The Huggies "First Touch" campaign isn't just about how Huggies communicated a new product, or successfully sold more than ever.

It's about how Huggies tapped into Behavioural Science and local insights to fundamentally change the way Vietnamese moms engage with our category, and how it got them to actively choose diapers… long before they even had a baby to put them on, combatting a long-time and ubiquitous competitor in the process.

Market background and cultural context