Campaign details
Brand: HuggiesAgency: OgilvyCountry: South Africa
Objectives
The Huggies® brand team set tough objectives for the agency in a bid to try and break the hold that Pampers has on the diaper category as a whole, and in the moving baby segment specifically:
- Engagement: Generate 4 million views and an average click-through-rate of 2%.
- Share: Gain 5% share on overall Huggies® from previous years
- Equity: grow Huggies brand equity on salience (3 points) & meaning (2 points), which would ladder up to a Power Score improvement of 1 point. Tracked and measured through Kantar...