Challenge:
We had to come up with a campaign for the Huggies diaper range designed specifically for moving babies.
We had to come up with a campaign for the Huggies diaper range designed specifically for moving babies.
With special features that keep moving babies ultra-comfy, plus a choice of fit depending on your preference, Huggies® diapers are the perfect gear for active babies.
Idea:
Off the insight that Babies move way more than their parents realise - over 3km* in a single day we came up with the World’s first Baby Marathon. That’s twenty-one adult length kilometers. We created an online video series to create awareness and a website where the audience could follow the race in real time.
* New York University
Idea:
Off the insight that Babies move way more than their parents realise - over 3km* in a single day we came up with the World’s first Baby Marathon. That’s twenty-one adult length kilometers. We created an online video series to create awareness and a website where the audience could follow the race in real time.
* New York University
Execution:
In order to truly put the comfort Huggies® diapers to the test, and simultaneously prove just how much babies actually move, our fearless bambinos were given an audacious goal.
In order to truly put the comfort Huggies® diapers to the test, and simultaneously prove just how much babies actually move, our fearless bambinos were given an audacious goal.
My focus in this campaign was to work with the team to look at ways we could measure the distance that these babies traveled - kind of like a FitBit for babies.
The wearable tech attached to the little athletes was specially designed by Brand Foundry to turn all our babies’ crawling and walking into kilometers.
The world's most epic race.
Made possible by the data collected by their trackers, the babies were able to race one another on our online race course, in real time, from the comfort of their own homes. Their progress was packaged in four episodes, which were released on multiple digital platforms, until the first baby crossed the finish line 5.8 days later.
Episode 1: Ready, set, go!
Four babies wobble bravely where no baby has wobbled before.
Four babies wobble bravely where no baby has wobbled before.
Episode 2: Hitting their stride.
After a bit of a rocky start, our babies really start finding their feet.
Episode 3: Hitting the wall.
Will our little athletes be able to hit the 21km mark? Only time will tell.
Episode 4: The finish line.
Uh-oh. will our little athletes be able to get their heads back in the game?
The Results:
We trended within 10 minutes of launch for 9 hours
Over 8.4 million views of the campaign
A higher click-through rate of 194%
Earned PR value of 2.4 million
Diaper sales increased by 28.9%