We turned Huggies’ Facebook page into a picture-sharing platform, with 60 of the most liked photos getting the chance to grace a fleet of double-decker “Huggies Babies” buses. Driven by the opportunity for their child to be seen by millions of people throughout the city, parents uploaded their babies’ photos and rallied friends and family to ‘vote’ for their child. The response was so overwhelming Huggies expanded the campaign to offer all 4,000+ participating babies a share in the spotlight. We covered subway and tram stations with their faces, and proud parents flocked to sites throughout Hong Kong to see their child’s picture. They took new photos on-site, uploaded and shared them – creating rich branded content on our page. Not only did we embed our brand into mums’ conversations, we earned Huggies a permanent place in the photo albums of every baby’s immediate family, extended family, and family friends.

1.Brand salience: Our Facebook group attracted nearly 120,000 fans – 2.5x the number of Hong Kong babies born in a year. Mentions of Huggies grew 71%, giving us a lead over Pampers by 30%.

2.Loyalty club recruitment: We captured almost 6,000 more members, 85% of which are new or expectant mums. That represents a lifetime value of $4m USD and a return of $20 for every media dollar spent!3.From share loss to record-breaking sales: Huggies achieved its best sales months ever, allowing us to move from market share decline to 4% growth YoY.