We gave Kiwis a strong emotional reason to choose Huggies while highlighting their enduring 28-year partnership with Plunket NZ. We did this by creating ‘Hug it Forward’, a campaign comprised of a donation drive where Kiwis could ‘hand-down’ their pre-loved baby clothes for new parents, as well as an in-store promo that let Kiwis win a bundle & give a bundle when they chose Huggies. With Hug it Forward, we helped Huggies achieve its highest market share in 3 years.
Social reach saw 2.3 Million impressions & positive consumer engagement
Increase in “Influence of Plunket’s endorsement on consumer positivity towards Huggies”
Foodstuffs stores received 11K entries & highest ever market share
Countdown saw a 27% increase in average weekly online sales