Huggies had to move fast. We formed an immediate partnership with Diaper Network, a non-profit organisation that provides diapers to low income American families. Then we encouraged social media users everywhere to show their support by using the #HuggiesSupportsDaniel hashtag. Every time they used it, Huggies made a donation to the Diapers Network. Using Huggies’ paid social and paid search capabilities, we inserted ourselves into the conversation. We also leveraged our existing media relationships with Baby Center, Glam, Parents and others, at zero cost, to amplify our message. In less than 24 hours, and only three hours after assembling our campaign SWAT team, we became part of the consumer conversation across social, display and search. Within three hours, Twitter, Facebook posts and associated media went live. Four hours later, paid search and our trading desk kicked in. The results, by the next morning, were amazing.

In just 24 hours, Daniel received an outpouring of support. It became the most successful post for Huggies on Facebook, and biggest rending tweet on Twitter, reaching 4.2 million unique consumers. Action was so swift that the hashtag was used 11,500 times. That converted to more than 12,000 diaper donations to the Diaper Network. Overall, the Huggies post received over 86,500 Likes on Facebook and Twitter, the message was shared more than 10,400 times and generated 750+ comments. And Huggies gained over 2,300 new fans on social media in the process.