Huggies puts HK babies on the buses with Ogilvy social media campaign
16 February, 2011
— Huggies, a Kimberly-Clark diaper brand in Hong Kong, has engaged Ogilvy & Mather Advertising and the Ogilvy’s 360 Digital Influence team to launch the first-ever ‘social bus’ campaign in Hong Kong.
Parents are invited to submit photos of their babies aged two or below to the Huggies Fan Page (www.facebook.com/huggieshk
) from now until February 27. The top 60 babies’ photos which receive the most ‘Like’ votes on Facebook will be posted on the sides of Hong Kong buses. The campaign idea is based on the insight that HK babies are the star to their parents. This campaign gives them a chance to share that dream.
‘The increasing role of social media in people’s lives makes it a natural extension for every form of marketing communication,’ said Thomas Crampton, Asia-Pacific Director of Ogilvy’s 360 Digital Influence team. ‘These user-generated bus advertisements harness social media to celebrate Hong Kong’s children in an entirely original way.’
‘At Kimberly-Clark, we strive to connect with our consumers in new and meaningful ways - with our Huggies iPhone apps, our Huggies Club and now the Huggies Fan Page,’ said Robin Moriarty, Managing Director, Kimberly-Clark (Hong Kong) Limited. ‘We are excited to bring our Huggies moms the pride and joy of having their babies’ photos where all can see.’
Ogilvy & Mather Advertising Hong Kong has been an official branding partner with Huggies for years. Credits
agency: Ogilvy & Mather Advertising, Hong Kong, and Ogilvy’s 360 Digital Influence team
account servicing: Fanny Ng, Karen Tong
creative: Irene Chan
360 Digital Team : Tim Ho, Karen Cheng
exposure: online, outdoor Press contact:
Corporate Communications Manager, Ogilvy Hong Kong
Tel: +852 2884 8247