Challenge
Building awareness of a new Huggies communication platform „Beautiful chaos" by real approach to being a mother -- tough, challenging but always full of joy of being a parent
Platform/Idea
We identified that Mothers are often fed up with the fact that they are being instructed by the brands that communicate with them how to be a „perfect mom". They often feel lost and are searching contact with other mothers to confirm that there are Not-bad Moms!
Consumer Journey/Activation
Internet series gives an unique opportunity of communication with mothers by:
providing content of TG's interest accessible at any time
linking the content with online mechanisms: socialmedia platforms, e-commerce solutions
presenting products range
Results and Effectiveness
over 34% exceeded traffic guarantee -- over 500'000 views
prompted awareness up by 2% (from the level of 92%)
over 2 times higher awareness of new communication platform
over 2,5 times higher sales in online shop linked with project
Showreel Nie-Zła Mama (Kimberly-Clark) reklamador in english | |
| 4 Likes | 4 Dislikes |
| 689 views views | 28 followers |
| How-to & Style | Upload TimePublished on 20 Jan 2011 |
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