34Woman, below-the-line partner to Huggies® Gold, interviewed mothers with babies under 3 years old to gain a better understanding of their day-to-day lives and what would help them most.
They all had one thing in common.
"No matter what their day-to-day lives consisted of, whether they worked or whether they stayed at home, all mothers felt guilty that chores, work or other tasks took up too much of their day," says Managing Director of 34Woman, Judy During.
"Mothers feel immense guilt for not spending more quality time with their babies. And so, we wanted to reward them with prizes that would give them more time to spend with their little kings and queens."
Based on this insight, Kimberly Clark, in collaboration with 34Woman, launched 'Fit for little Kings & Queens' a campaign to promote their premium nappy, Huggies® Gold.
Consumers stood the chance to be treated like royalty with R75 000 in prizes. In addition, one lucky mom also won a wardrobe for herself and her baby and could choose the services of an au pair, chauffeur or chef for a whole year! Giving her more free time to spend with her baby.
In addition, every week for the duration of the campaign, one mom won R5 000 from the Huggies® Gold Treasure Chest.
Entry into the competition was via a dedicated microsite, accessed from www.huggies.co.za
. The campaign was promoted with a mix of eye-catching in-store displays and point-of-sale, as well as magazine advertorials and online banners on baby websites.
In the end, everyone felt like royalty thanks to 34Woman and Huggies® Gold.