Getting the attention of time-pressed, harried shoppers is no easy task, especially busy parents with kids in tow or one on the way. But that was the goal when Huggies took over the front area of the Babies R Us store in New York City’s Union Square one weekend in June for retail events that included baby races, photo ops, brand ambassadors and more. It was all designed to stop shoppers in their tracks and got them thinking about Huggies’ tagline, “How will you greet your baby?”
Based on an insight that most expectant parents defer making diapering decisions until after their baby is born, Huggies set up a store-within-a-store at the Babies R Us location. “My goal with all of this was to make Mom stop and think, ‘Oh, wait a minute, I haven’t made my diaper decision and I really should be thinking about it,’” says Amie Wentz, brand manager, premium, at Huggies.
Here’s a look at the components of Huggies’ in-store activation:
Signage: The “How will you greet your baby?” message in soft white lettering against a bold red background with cut-outs of Huggies’ Little Snuggler premium diaper brand greeted customers as they entered the store.
iPads: Four iPads on shelves along the back wall helped parents think about gift items, including, of course, Huggies diapers, to request in their baby registries. Huggies also leveraged its partnership with AWHONN (Association of Women’s Health, Obstetrics and Neonatal Nurses) to highlight tips for newborn care on the iPads.
Brand Ambassadors: Armed with knowledge about Huggies, coupons, gift cards and other giveaways, the brand ambassadors offered a personal touch, inviting shoppers to sign up for Huggies’ rewards program and enroll in the Babies R Us gift registry.
Media Support: Huggies leveraged local media personalities such as Carolina Bermudez of WKTU radio and WCBS anchorman Chris Wragge, as dad advocate, to give out gift cards and generate excitement.
On-Site Activations: A Baby Derby held on the second floor of the store on the opening day had babies crawling along lanes on a mat from one parent to the next. A photographer snapped the babies as they raced toward the finish line and the winner received a year’s supply of diapers. Parents also could have their baby’s photo taken and entered into a Most Huggable Baby contest for a year’s supply of diapers. Agencies: Ogilvy, New York City; Wild Blue, Green Bay, WI (on-site activation); Mindshare, New York City, (media buying).