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Huggies every little bottom

Group assignment for Intro to PR course.

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Huggies every little bottom

  1. 1. Team 5 Pham Tra My – s3357655 Nguyen Tuan Phong – s3461777 Dao Thu Ha – s3466645 Nguyen Thu Hien – s3461784 Ngo Anh Tuan - 3461766
  2. 2. Brand: Kimberly-Clark’s Huggies Date: 2010-present Countries: USA and Canada
  3. 3. The Opportunity 1 out of 3 moms in US and 1 out of 5 in Canada faced “diaper needs” Why its PR campaign?
  4. 4. Three Key Lessons • Strategy • Theory • Media Relations
  5. 5. 1 out of 3 moms in US and 1 out of 5 in Canada Based on the results of surveying 2500 moms Moms empathize and understand the importance of clean diapers. 1.2 million diapers were given away 90% of consumers trust peer recommendations more than advertisement (14%). Speak directly to 6 million followers 1. Persuasion • Fact • Emotion • Personal Experience
  6. 6. 2. Easy Access
  7. 7. 3. Effective distribution
  8. 8. Human beings could acquire new behaviours by observing others (Lattimore et. al. 2009)
  9. 9. • Role model: celebrity mom • Influential actions: - Empathize with mothers struggling with “diaper need” - Encourage publics to support the campaign - Instruct the ways that people can easily help - Show the influence each individual can make
  10. 10. • Elaborated Model: People are influenced by repetition, a highly credible spokesperson or tangible rewards (Lattimore et. al. 2009) • Highlight in the case: repetition • Results: increase public’s familiarity with the issues
  11. 11. A large audience for donation No direct financial benefit “Every Little Bottom”: a CSR campaign…
  12. 12. 1/ Use third party endorsement 2/ Gain free media coverage 3/ Spread the news better & quicker
  13. 13. Choosing relevant media (Alliance for Audited Media, 2013)
  14. 14. viewers per episode (TV by the Numbers, 2010) female audience (Pew Research, 2012)
  15. 15. Media Relation Tools • Press Conference • Interviews • Featured Articles • Events
  16. 16. Press Conference From The Business Journal:
  17. 17. Interviews
  18. 18. Featured Articles
  19. 19. Events
  20. 20. • Human Interest articles
  21. 21. Lattimore, D, Baskin, O, Heiman, S, Toth, E 2008, Public Relations: the profession and the practice, 3rd edn, McGraw-Hill, New York. Ogilvy PR n.d, Huggies every little bottom, Ogilvy Public Relations, viewed 10 March 2014, http://www.ogilvypr.com/en/case-study/huggies-every-little-bottom. PR Newswire 2010, Ellen Pompeo 'Scrubs In' to Help Huggies® Brand Kick-Off National Diaper Drive for 'Every Little Bottom', PR Newswire, 5 October, viewed 9 April 2014, http://www.prnewswire.com/news-releases/ellen-pompeo-scrubs-in-to-help-huggies- brand-kick-off-national-diaper-drive-for-every-little-bottom-104337843.html.

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