results / Huggies
Problem to Solve
The diaper aisle at a major retailer like Walmart is saturated, to say the least. (No pun intended.) To make sure mom picks up Huggies over any other brand, we had to give her a meaningful reason to buy above and beyond product benefits.
Leveraging Huggies national charity program, Every Little Bottom, which donates diapers to babies in need, our solution was to create a unique program for Walmart shoppers where their Huggies purchase could really do some greater good. For every package of Huggies diapers bought at Walmart, two additional diapers would be donated to diaper banks and distributed to families who couldn’t provide them for their babies. To get the word out about the program, we created a custom experience on walmart.com, featuring documentary style videos explaining how the program worked from all points of view: the mom in need, the mom who wants to help and the mom who organizes it all at the diaper bank. All videos gave her ways to help the cause - the simplest of which was to purchase Huggies diapers at Walmart. Users could come back to view the interactive chart tracking the Crawl to 1,000,000 as the program progressed.
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