Huggies chooses humour to catch its target audience’s attention: they understand that parents and future parents want to make light of their difficulties (vomit, sleepless nights, etc.) as much as possible.
The campaign, created by JWT Entertainment, started out as a stand-up comedy show for pregnant women, focused on the realities of parenthood. The show brought together famous names in British comedy on the stage and pregnant celebrities in the audience. The night also gave marketers the opportunity to collect humorous testimonies from ordinary parents.
Sketches were then gradually broadcast via a dedicated website as well as the brand’s YouTube and Facebook pages. The release of only one video per week (since the 30th of August 2010) allows for the development of visitor loyalty. The short length of each video (3-5 minutes) matches the limited free time in young parents’ busy schedules. Advertising banners reinforced this operation.
More than 7,600 people “liked” it on Facebook, and many blogs have mentioned the event.
This campaign strongly contrasts with those often promoted by the sector in that it does not deal with an idealised vision of parenthood. Huggies has thereby proven they can understand the challenges faced by young parents and tailor their advertising to match that.