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#TrainingFor2032

#TrainingFor2032 | Kimberley Clark | Ogilvy
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basics
Industry: Beauty & Health
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
In 2016, Huggies Little Swimmers were looked at as nothing more than poo catchers for the water. Parents didn’t see any value in our swim diapers. At most, they were buying one pack a year and using them for traveling and special occasions. We needed a way to get parents more excited about swimming with their babies. Every parent wants their child to succeed, but many didn’t realize how many health benefits are associated with baby swimming. Our objective was to create a new reason for parents to safely swim with their babies and to reinvigorate the brand into something relevant and desirable.
Strategy
Parents enjoy swimming with their babies but for most of the us, the swim season is pretty short. Our target didn’t see enough value in Huggies Little Swimmers to justify buying a whole pack. Between a declining birthrate and category, we needed a way to get new parents and their babies in the water more often. Quantitative research told us that parents didn’t connect swimming with its important developmental benefits. It was this insight that led to our strategy: water them daily. Shortly after, Michael Phelps had a baby boy named Boomer who instantly became a social media sensation. At that moment, we realized there couldn’t be a better fitting spokesman for our brand and #TrainingFor2032 was born. Huggies Little Swimmers finally had a bigger purpose. By creating an Olympic training platform for babies, we inspired families to exercise in the water regularly and reinforced the benefits of safe swimming.
Relevancy
Huggies Little Swimmers created a program that ran throughout the year, inspiring parents to safely swim with their babies wearing our swim diapers. Using Michael Phelps, the greatest swimmer of all time, we created a bond between our brand, a major social influencer and our consumers. The program ran across our social platforms as well as the platforms of the entire Phelps family. We didn’t just boost trust and affinity with our brand. We created a whole new generation of healthy, safe swimmers wearing our swim diapers.
Outcome
#TrainingFor2032 successfully transformed a poo catcher into an Olympic training tool, getting a new era of parents and babies excited about safe swimming. Earned media and influencer activations reached 371 million and resulted in 851 media placements globally. Outlets including People, Mashable, Parents Magazine, Today and USA Today shared enthusiastic coverage about #TrainingFor2032. Little Swimmers enjoyed a 900% increase in social media mentions, including 15 million engagements and 132,000 positive reactions on Facebook. New parents shared pics and photos of their babies training throughout the year using #TrainingFor2032. Sales increased 2.5% during peak swim season compared to the -7% hit they took during the same period in 2016. They earned a 34% increase in distribution and a $500,000 boost in sales. #TrainingFor2032 surpassed all expectations. Parents fell in love with our brand and we created a new generation of healthy, safe swimmers. However, the real results of our campaign won’t be known until 2032, which promises to be the most competitive Olympics ever.
Execution
It all began last May, when Michael Phelps announced to the world on Facebook Live that he would be training for 2032. Social media erupted with speculation before Michael held a press conference revealing that he’ll be training his son Boomer and babies everywhere for the 2032 Olympics. We then rolled out a content series across social media throughout the year teaching parents valuable lessons, health benefits and safety tips. To build buzz, we invited top-tier journalists and their babies to join Michael and Boomer for a private swim class taught by Michael’s original swim instructor. We also partnered with parenting and lifestyle influencers to share how they are training for 2032. All of these efforts combined inspired parents around the world to compete and share videos of their babies wearing Little Swimmers using #TrainingFor2032.
CampaignDescription
#TrainingFor2032. Huggies Little Swimmers brought Michael Phelps out of retirement to train his son Boomer and babies everywhere for the 2032 Olympics. We created the first Olympic training platform for babies, inspiring families everywhere to compete alongside Michael and Boomer. Our platform included a variety of methods for parents to effectively train their babies, educated them on the many health benefits and provided important safety tips. We also turned our swim diaper into an Olympic training tool, featuring it as official attire throughout the program. #TrainingFor2032 inspired a new generation of swimmers creating what promises to be the most competitive Olympics ever.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Use of Celebrity, Influencers & Key Opinion Leaders
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