In developing this campaign, Huggies® and their below-the-line partner, 34Woman, in collaboration with other agency stakeholders, recognised the importance of tapping into key insights into the way moms shop in order to attract new consumers to the brand and drive trial of the new shaped Huggies® Gold nappy.
"Nowadays moms are increasingly suspicious of traditional advertising," says 34Woman Managing Director, Judy During. "We've found that, particularly in a pinched economy, trials that allow mom to test out a product before buying it often pay off," says 34Woman Managing Director, Judy During.
A schedule of activations will drive sampling at selected stores nationwide where Huggies® promoters will give away free sample packs of Huggies® Gold nappies to moms shopping in the baby aisle. Each sample pack also contains a discount voucher to incentivise moms to buy the new nappy after she's tried it.
"Aside from sampling products for themselves, we know that mothers are powerfully influenced by recommendations from other moms," says 34Woman Managing Director, Judy During.
To drive word of mouth, Huggies® is running a competition where moms can win a year's supply of Huggies® Gold nappies. Entry is via SMS or the dedicated competition microsite, which can be accessed at www.huggies.co.za/saybyebye
Moms who enter online are able to refer others they think may be interested in the new Huggies® Gold product.
Aside from in-store sampling, the campaign is supported by extensive point-of-sale, direct mail, print, online and social media communications.