Huggies

The Objective

Lending a hand to Huggies

One of the most traditional diaper manufacturers on the market, Huggies came to TikTok with the goal of relaunching the Huggies Supreme Care line. The brand sought to give even more visibility to the product, which had just received improvements to give more protection and absorption tobabies.

The way to do this was a strong and consistent campaign. Not only should this campaign be able to give more prominence to the brand and reinforce the messages to the community, but it should also make it the main purchase choice. How to make all that noise?

The Solution

Maximum visibility (with native creatives!)

Huggies had a challenge in this more premium segment of the diaper category: increasing the perceived quality of the Supreme Care line. It is something that the product has to spare; according to the brand: the line has a perfect fit, offers twice as much nighttime protection and distributes the urine better, in addition to ensuring more comfort while the baby moves.

So how to show that Huggies' best diaper was even better? Well, it was necessary to communicate these differentials and messages in the most effective way. That is, here on TikTok, natively, with content made for the platform, and with variety.

To this end, we decided to use our solution TikTok Creative Exchange, TTCX, as it gives the brand access to the best creative partners in the market. There, Huggies has chosen the Remix package and connected with AllFluence, who helped them to adapt some content they already had on hand to the TikTok language.

These remixes received a boost in visibility with the help of high-impact formats over the course of 3 months of campaign.

There were multiple TopView ads, which take the brand to TikTok’s opening screen, and Top Feed ads, which put it in the first advertising position on the "For You" page. The idea was to ensure the ideal visibility and frequency to fix the product in the minds of users during the relaunch. Standard In-Feed Ads purchased via auction also went into action to keep the frequency of the message higher.

The ads were all targeted at mothers interested in purchasing diapers. But we did not forget fathers: men were also included in the segmentation to ensure that the whole family was keeping an eye on Huggies diapers for babies.

The agency FCB took care of the campaign media operation.

The Results

Diapers? How about Huggies Supreme Care?

The high visibility coupled with native content brought the result that Huggies was looking for. And, of course, TikTok was largely responsible for helping to move the brand-building pointers, according to the Brand Lift Insights study made by the data, insights and consulting firm Kantar Insights.

The analysis, which assessed the impact on brand metrics across all digital channels used by the brand in the campaign, showed that our platform impacted all Brand Equity metrics assessed. TikTok even surpassed the two other online channels with the highest share of investment in the campaign. These were:

• +12.3 points in "Brand Love"

• +9 points in “Meets Needs"

• +9.6 points in "Sets Trends"

The Kantar Insights study also showed that TikTok moved favorability in relation to the brand (increase of 8.2 points) and purchase intention (+9.7 points), also surpassing the two other channels with the highest share of investment. In addition, our platform helped to change the perception that parents of different age groups have about Huggies, changing the metrics more than the study average:

• +13.1 points in "offers comfort for my baby, day and night" among parents up to 29 years old

• +9.4 points in the same metric among parents aged 30-34

• +14.7 points in "offers the best leakage protection" among parents aged 30-34

• +12.9 points in "diapers with the best urine distribution" among parents up to 29 years old

These results were made possible by the consistency Huggies had on TikTok, maintaining a high frequency in communication – essential for moving the pointers.

Not bad, right? See how TikTok works for brand building?