Effie Case Study: Get Active With Your Active Baby – Huggies Little Movers Diapers at Target
Lead Agencies: KC ShopperConnect; Geometry Global
2018 Shopper Marketing Effie Award: Single-Retailer Program, Mass Merchants (Bronze)
At Target stores, Kimberly-Clark saw that Huggies Little Movers diapers were taking a hit from value brands. The brand saw shoppers start out using its diapers – thanks to an introduction to the product through Target’s baby registry – but as the baby grew and more diapers were needed, mothers had been moving toward value brands. Huggies stemmed the tide at Target by launching a two-pronged digital campaign that reinforced to Target moms the need for higher-performing diapers for a growing, active baby, as well as tips on how she could stay active.
The first part of the campaign was a pre-shop media plan. Segmented Target guest data identified mothers in transition with their babies, and ads appeared on Target.com, Facebook and other online publishers. The ads were inspirational in nature, highlighting the fact that an active baby keeps mom active.
After that first phase, intent data was added to the targeting, executed by Yieldbot, looking at a mother’s clickstream pattern. Ads were then imbedded into more contextually relevant content, such as articles like “New Moms & How They Squeezed in Fitness After Baby.” Once mothers were locked into the content, ads drove them to Target.com to see a curated list of products for mothers active into yoga, running, etc., as well as the active diaper Little Movers and other baby products like a limited-edition Bob stroller that’s perfect for running.
Fully reinforcing purchases at Target.com, additional content could be found featuring NASCAR driver Kyle Larson, his influencer wife Katelyn and their 1-year-old son. Content was about keeping the family active together and was further delivered across social media channels.
The personalized digital campaign saw in-store purchases of Little Movers grow nearly 25% when comparing Target shoppers exposed to the digital pieces and those not exposed. More than 113,000 Cartwheel offers tied to the effort were redeemed, and Yieldbot served up more than 13 million impressions.