The HUGGIES experiential campaign, known as the HUGGIES Lounge began with a dream to create a live HUGGIES consumer brand experience. The campaign goal is “to communicate that HUGGIES understands and helps mums” and through the campaign we must recruit mums as members of the Huggies Baby Club. Traditional channels such as mainstream advertising have become less effective, while the market has become more crowded and competitive. The HUGGIES Lounge represents a new channel through which we ‘dial up the love for Huggies’ by physical interaction with the brand and products, while increasing visibility and word of mouth in the local community. Ultimately, the HUGGIES Lounge is giving something back to mum, so that we add and retain more loyal mums, and recruit more pregnant women to the Huggies Club database.

Client:  Kimberly-Clark Australia
Brand: Huggies
Service: Experiential Campaign Creation & Execution
Audience: Consumers

You need to upgrade your Flash Player to see the video you can also attempt to bypass the detection if you wish.

My daughter enjoyed the entertainment and was kept busy while I could take a moment to listen to some great tips and information. It was also great that I had an opportunity to discuss my daughter’s specific situation with the midwife after the session had finished. Overall, a worthwhile experience that I would recommend to other mums. Well done Huggies! Anonymous Mother with 2 children under 3yrs Future Huggies Brand Advocate