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Huggies
The 2,000,000 Diapers Challenge at Sam’s Club

RAN IN: United States

CLIENT
Kimberly-Clark

Madeline Simmons, Brand Manager, Omni Marketing
Bridget Sigler, Sr. Brand Manager, Omnichannel Marketing

AGENCY
VMLY&R Commerce United States *Lead Agency

Emily Emrikson, Account Supervisor
Kristen Hinchey, Senior Account Executive
Ashley Huffman, Vice President
Shelly Schroedl, Vice President, Strategy
Kate Wilke, Associate Director
Matt Stuyck, Creative Director
RC Jones, Senior Copywriter
Rogelio Gamez, Art Director
Emily Studnicka, Senior Analyst
Tom Sleva, Associate Director
Nina Delise, Art Director
Claire Martens, Project Manager
Jeremy Ruiz, Executive Creative Director


SUMMARY

Both Sam’s Club and the Huggies brand were losing traction with socially conscious young parents. By speaking to the motivations of these defecting parent purchasers and creating excitement and suspense around doing good for families in diaper need, “The 2,000,000 Diaper Challenge” managed to score a win-win for both the retailer and brand. Huggies’ diaper dollar sales rose +10% and its buyer base a remarkable +11%, fueling a +1pp lift in the retailer’s share of national diaper category unit sales and contributing to a +13% lift in category dollar sales.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Email/Chatbots/Text/Messaging,Digital Mktg. – Influencers,Digital Mktg. – Mobile,Digital Mktg. – Programmatic Display Ads,Digital Mktg. – Social: Paid,Events,Print – Custom Publication

Language: English