CLIENT
Kimberly-Clark Canada
Michael Hurt, Director of Marketing & Sales Strategy
Mitch Faigan , Senior Director Integrated Marketing
Paul Scott, Senior Brand Manager
Nadia Malowany, Senior Brand Manager
Alicia Cameron, Brand Manager
Ali Ruffo , Digital and Social Senior Marketing Manager
AGENCY
Kennedy Crawford, Account Supervisor
Michelle Lee , Planning Director
David Atkinson , Project Management
Aviva Groll, Director, Account Management
Robyn Hutman, Digital Strategist
Christopher Williamson , Content Manager
Chris Dacyshyn, Group Creative Director
Julie Markle, Group Creative Director
Brian Murray, Chief Creative Officer
Asha Davies, Digital/Social Content Strategist
Michelle Ho , Planning Manager
Meredith Menkes , Managing Director, Client Leadership
Michaela Ryan, Senior Manager, Digital Investment
Veritas Communications
Nina Kalos , SVP, Client Services
barrows
SUMMARY
In order to turn around the Huggies® newborn business which had been declining for almost ten years, we leveraged the proven medical benefits of skin-to-skin contact for newborn babies to target new and expectant moms. This allowed us to reverse historical declines in our business, delivering a 16%+ increase in newborn diaper sales and volume despite a flat birth rate. Key to our success was No Baby Unhugged, a Huggies® branded initiative that helps all moms understand the power of hugs and helps all babies get the hugs they need.
