CAMPAIGN OVERVIEW
Objectives:
- Raise awareness of the Huggies Wipes and Pull Ups products amongst parents and families with children.
- Obtain a high rate of completed video views.
- Increase purchase intent.
GOOD-LOOP STRATEGY
Good-Loop utilised programmatic media, targeting parent-focused segments and using real-time brand study results to optimise the campaign towards desirable outcomes. This enabled Good-Loop to deliver ahead of plan in all KPIs, and achieve favourable brand study results.
CAMPAIGN OPTIMISATION
Performance was particularly strong in entertainment focused titles, which helped boost performance. From our brand study responses, we also observed that viewers on mobile devices were responding less positively to the creative - allowing us to switch more delivery to desktops/laptops, and maximise the brand impact of the creative.
WHICH OF THESE BRANDS HAVE YOU HEARD OF?
Result: Huggies Wipes saw a solid increase in brand awareness from 80.5% to 90.6%. We also observed drops in competitor brand awareness of Pampers and J&J.
WHICH OF THESE BRANDS DO YOU MOST ASSOCIATE WITH SUSTAINABILITY?
Result: Huggies Wipes observed an uplift of 10.5%.
HOW LIKELY ARE YOU TO PURCHASE PRODUCTS FROM THE BRAND?
Result: Huggies Wipes observed a significant uplift of 45% increase in purchase intent. Simultaneously, this uplift created an adverse effect in the perception of competitors by up to 30%.
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