Huggies Promotes Diapers at Playground Experience
To promote its Little Movers Diapers in the Canadian market, Huggies had one burning question for consumers: “Have we made babies too fast?” Besides that tagline–a play on the name of its new product, which is designed to help babies move and scoot around more freely than ever–Huggies also wanted to stimulate sales at partner retail stores, collect consumer shopping behavior data and generate sign-ups for its loyalty program, Enjoy the Ride Rewards.
Huggies found its answers at high-traffic shopping malls in Calgary, Edmonton, Montreal, Toronto and Vancouver where for 321 days it offered millennial parents, new mothers, mothers-to-be and young families a hands-on experience with its new diaper product at changing stations. Trained “Shopper Converters” interacted with guests and distributed coupons for the product while its TV commercials played on monitors.
The Huggies Little Movers installation was a 200-square-foot playground for young children and parents surrounded by graphics replicating its print ad creative. While the tots played with toys and were entertained by the Shopper Converters, parents learned the benefits of the diaper, used it at the changing stations and discovered the Huggies’ loyalty program. But the big attraction of the event was the photo session, in which parents were snapped strategically holding their babies in front of a blue screen. The baby’s picture was incorporated into a Huggies’ print advertisement emailed to parents in which they could view their own child as the fast-crawling baby in the “Have we made babies too fast?” ad. Shopper Converters equipped with mobile devices captured consumer contact and shopping behavior information. They also encouraged sign-ups for the brand’s loyalty program by demonstrating the enjoytheriderewards.com website.
Huggies reaped its own rewards from the program, which resulted in nearly 5,964 pictures taken, 6,166 diapers used at changing stations, 7,597 surveys answered and 22,774 coupons distributed. More than 87 percent of survey respondents authorized Huggies to use contact information to send parenting information or special offers; 79 percent participated in the experiential photo concept.