Huggies: No Baby Unhugged
What has ensured Huggies success is that we have capitalized on the total lifetime value of new moms. This has been driven by our unique strategy of capturing pre-natal moms and securing her loyalty throughout her baby’s diapering lifetime.
We needed to reverse the decline in Huggies market share and sales while decreasing cost per acquisition by leveraging our limited advertising dollars in a meaningful way.
Huggies wants to start mom in the best and keep her in the best. We developed a rigorous content, data, and targeting strategy to deliver relevant messages to pre-natal mom as she begins embarking on her journey into motherhood and beyond.
We utilized multiple triggers through the Google platform, increased our bidding against hyper-relevant keywords and URLs, and ramped up targeting on key mobile apps. We also leveraged rich first-party data from our partners and created lookalike audiences from our first-party data.
We simplified the database signup process in exchange for sign-up, we received her first-party data including her due date. She was also entered into our CRM cadence so we could send her targeted emails at every stage of pregnancy and personalized content to pull her through the consumer journey.
Results
• On track to double our 2019 signup goal of 39,000, with 80,000 signups!
• Decreased cost per acquisition by 34%.
• Increase market share by 2-points
What ensured Huggies’ success is that we have capitalized on the total lifetime value of new moms.