#HugtheMess showcases messes in an all new light, getting moms to appreciate their little messes and rely on Huggies to clean them up. Because a mess isn’t just something to be cleaned, it’s to be celebrated as little manifestations of imagination and creativity.

Huggies turned Facebook and Instagram into a first-person window to the way their kids’ see the world. Each month, we delivered short, first-person, timely films that showed just why they’d stomp that puddle…paint that wall…shower in that glitter…and more. In addition, a series of messy products were re-packaged to show what kids really saw and a 360 video allowed one Mom the opportunity to quite literally see the world through her children’s eyes.

Animation in these films represents the children’s imagination, what they’re seeing as they engage in imaginative play. The style captured child-like naiveté and innocence, employing a range of techniques within a kid’s vernacular, such as cel animation, stop motion, mixed media and stylized 3D. The scenario drives the design language –from the objects/environment at hand, and to the imagined outcome. Photography is well shot and directed, but feels genuine to the viewpoint of a child. We captured an authentic, “emotional POV” in the camera work. We then re-targeted the Mom’s with placements that that drove them to buy now in order to close the sale.

We reached 23M moms, monthly (11.32 avg frequency), for a year. This generated 33MM video views and a consistent increase in Brand Preference across the year (Q1: +5pts, Q2: +2pts, Q3: +3pts). During the program the brand grew Non-Diapering HHs by +13%. We also achieved a strong ROI of $2.07 for the program.