Huggies helps moms connect in new integrated 'Enjoy the Ride' CRM effort

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Huggies used coupons, e-mail, direct mail, social media and custom publications
Huggies used coupons, e-mail, direct mail, social media and custom publications

Kimberly Clark hoped to provide moms the right information and offers at opportune times in her child's diapering journey by tracking behavioral data and responses across media channels and optimizing its messaging accordingly. Huggies' "Enjoy the Ride" campaign launched in June and will continue through the fourth quarter.

The Data: Kimberly Clark hoped to provide moms the right information and offers at opportune times in her child's diapering journey by tracking behavioral data and responses across media channels and optimizing its messaging accordingly. Huggies' “Enjoy the Ride” campaign launched in June and will continue through the fourth quarter.

The Offer: Huggies provided information throughout the campaign on how to make a mother's transition into motherhood smoother and offered rewards and coupons tailored to their baby's needs. Part of the brand offer was also the chance to share experiences and learn from other moms.

The Channel: “Enjoy the Ride” is an integrated CRM program that sought to develop a two-way conversation between the brand and moms as well as among moms. Huggies deployed direct mail, e-mail, its website, digital media, custom publications and social media in this effort. Traditional media is largely responsible for driving moms to Facebook.com and a Huggies microsite.

The Creative: Images and copy targeted first-time moms and were informed by where she is in her child's diaper stage as well as her actions and responses across the program's media channels.

The Verdict: The intent of this program is smart (who needs helpful support more than a first-time mom?), and coupons are a benefit with which few can argue. Unfortunately, the creative execution comes up short with inconsistent art direction.Photography is a let-down — especially considering cute babies are the centerpiece — and product hype outweighs informative content.

THIS MONTH'S VERDICT comes from Rob Price, who is cofounder and executive creative director of integrated agency Eleven. Price previously worked as creative director at Goodby, Silverstein & Partners. Learn more about him in The Work Q&A.

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