Huggies Hong Kong drives sales with Facebook baby competition

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Facebook is well known for its popularity among mothers sharing baby photos, and Huggies Hong Kong made smart use of this via a snapshot competition, resulting in 4,000 photos in just 3 weeks and and a boost to brand awareness. Working with Social@Ogilvy, Huggies asked fans in Hong Kong to upload their favorite baby snapshots to its Huggies HK Facebook Page. The 60 photos receiving the most fan votes would appear on the city’s buses. At least, that was the plan. Using Facebook Ads to help drive campaign awareness, Huggies received an overwhelming response—more than 4,000 photos were uploaded in just three weeks.

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Brand: Huggies | Country: Hong Kong | Sector: FMCG- Healthcarel | Objective: build brand engagement | Format: Facebook, Social Media, Outdoor

Parents all over the world love sharing pictures of their babies. Inspired by this universal passion, Kimberly-Clark’s Huggies created a campaign in Hong Kong that encouraged photo sharing as a way to build lasting customer relationships.

As a thank-you to fans, Huggies mounted a 30-foot-long billboard featuring the entire photo collection in one of Hong Kong’s busiest subway stations—instantly turning it into one of the city’s cutest and most beloved attractions. Needless to say, Huggies felt plenty of love, too.


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