In Taiwan, Huggies diaper faced a reputation issue for many years and can only stand around No.4 in market share. Since this problem, the brand released a new premium product ‘Platinum” with superior breathable dryness and attempted to generate brand preference through positive WOM to build up solid No.3 in the diaper market. Client had confidence in their product and believed that once moms try or see its superiority themselves, they would choose Huggies Platinum definitely. The objective of this campaign is to aggressively switch users from competitor Pampers, since Pampers is the leading brand and have occupied over 50% of baby diaper market share in Taiwan.

• Implementation:

We chose the pharmacy as our filming location since the major channel for Taiwanese moms to purchase diaper and this point could also make the video more authentic. The unexpected result of experiment and participants' real reaction both made our video convinced.

• Timeline:

Timeline: 3/28-5/20

• Placement:

Facebook (Huggies Official Fanpage) and Youtube

• Scale:

Media investment-2.6M