Huggies - Hug it forward

2019

Huggies - Hug it Forward

The Challenge

Following COVID-19 many families were struggling financially to afford nappies. whilst  Huggies also needed to retain their voice and share over this uncertain period. As the trusted market leader with Kiwi parents, the challenge was how Huggies could  ensure shoppers wouldn’t switch to alternatives in the wake of COVID-19 whilst giving back to whanau in need.

The Approach

I was the strategy lead, tapping into the insight that kiwis love to help kiwis in need and the connection to the Huggies brand purpose, we gave Kiwis a strong emotional reason to choose Huggies while highlighting their enduring 28-year partnership with Plunket NZ. The ‘Hug it Forward’, campaign was created and comprised of a donation drive where Kiwis could ‘hand-down’ their pre-loved baby clothes for new parents, as well as an in-store promo that let Kiwis win a bundle & give a bundle when they chose Huggies.

The campaign

  • Hug it Forward - Campaign Photography

    Hug it Forward - Campaign Photography

  • Hug it Forward - Poster

    Hug it Forward - Poster

  • Hug it Forward - Trolly Touchpoint

    Hug it Forward - Trolly Touchpoint

  • Hug it Forward - Instore

    Hug it Forward - Instore

  • Hug it Forward - Campaign Shots

    Hug it Forward - Campaign Shots

  • Hug it Forward - Social Explosion

    Hug it Forward - Social Explosion

  • Hug it Forward - Media & Activations

    Hug it Forward - Media & Activations

Saying thanks

The Results

With Hug it Forward, we helped Huggies achieve its highest market share in 3 years. Social reach saw 2.3 Million impressions & positive consumer engagement. Foodstuffs highest market share in a year of category and +27% increase in Countdowns sales.

Next Project

Next Project

Leading strategy and ideaton in agencies for iconic brands.