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Final presentation NMDL- Huggies Digital Strategy
- 2. Twitter Facebook SOCIAL MEDIA SNAPSHOTS
- 3. YouTube Instagram SOCIAL MEDIA SNAPSHOTS CONT.…
- 4. Social media platforms are particularly focused on women which undermines the male role in many households. Use social media to target more male subscribers. Showcase more positive male role models with children and family instead of depicting them as careless caregivers using digital ads, videos and banners. Re-align search engine optimization and banner sponsored ad’s to target men and be displayed on sites they frequently visit. INSIGHTS AND RECCOMMENDATIONS
- 5. Male 44% Femal e 56% Consumers Studies have shown that the percent of men helping out in the household and caring for children is at an all time high. The target audience for this digital strategy is fathers between the ages of 20 and 30. TARGET AUDIENCE Under 24 32% 25-34 45% 35-44 23% Age
- 6. We want to capture the male demographic by making the perks currently available to women via the brands website and social media platforms such as the advice section available to men. The development of basic tutorials for first time fathers is a great way to create a desire for something they didn’t necessarily know they needed. App development that assist parents in occupying their children while they perform other tasks, educates parents on the latest news on baby products and allowing them ask questions and enter contest. BIG IDEA
- 8. 54% 6% 18% 22% Budget Allocation App Website Social Media Banner Ads BUDGET
- 9. This campaign is designed to be launched in the summer of 2016 and we expect to have a 20% increase in male supporters by December of 2016. KPI
- 10. How Much Does Social Media Marketing Cost? (n.d.). Retrieved November 22, 2015, from http://www.contentfac.com/how-much-does-social-media- marketing-cost/ Huggies Consumer Data and Demographics | InfoScout.co. (2015). Retrieved November 22, 2015, from http://infoscout.co/brand/huggies?logged_in=1 Mommy Answers. (n.d.). Retrieved November 22, 2015, from http://www.huggies.com Online Advertising Placement and Pricing. (2015). Retrieved November 22, 2015, from http://www.quirks.com/advertise/online/web_ads.aspx Parr, R. (2015, January 16). How Much Does a Website Cost in 2015? Retrieved November 22, 2015, from http://www.executionists.com/blog/much-website-cost-2015/ RESOURCES
Notas del editor
- Huggies social media platforms are pretty much synonymous throughout all platforms with the most popular being Twitter, Facebook, YouTube and Instagram. Twitter and Facebook are the most popular amongst consumers. Although the YouTube channel doesn’t have as many subscriptions the videos posted receive a good amount views. As of now all of Huggies social media content is aimed at women, offering unique ideas for children as well as advice on parenthood from mothers who are relatable to them. The thing that Huggies is most successful at across all social media is their communication tactics with consumers. Huggies representative engage in conversation and take suggestions from comments made on their social media. As a result of these communication tactics consumers view these platforms as a support group of some sort.
- These two social media platforms are not particularly popular with the current demographic that Huggies is targeting. This could be due to the lack of representation of the male population.
- One thing I noticed when exploring Huggies social media sites such as Twitter and Facebook as well as their website is that all of the followers and people participating in conversations were women. Where do fathers go when they have a question or concern or simply want support when they are trying to give their wives or children’s mother break? We assume that there are only women taking care of these little ones when there are plenty of fathers that do just as much and sometimes more. The key message has always been more of we care about your babies, how about we care about you fathers as well.
- The typical target audience for the Huggies brand focuses on women aged 25-44 who have a child or children who are still in need of sanitary care products such as diapers, wipes or pull ups. As you can see from data collected from sample of consumer receipts, 45% of consumers are between the ages of 25 and 34. What really may come to a shock to most is the minimal number difference in genders with there only being an 8% gap. Huggies already has a strong female following via social media and their own webpage but there has been some issues with the lack of male positive representation throughout their ads.
- One of the most successful aspects of the Huggies brand is the advice section of the webpage, this is a place where women can go and ask questions for other mothers who have experienced the same thing to answer. This sections acts as a support groups for mothers showcasing things that have worked for other parents in the past and many more. This would be great for fathers to have. There may be men who don’t necessarily want their partners to know if they have never changed a diaper. This would be the perfect place for them to seek assistance especially if they are giving the mother of the children a break and don’t want to bother her with instructions on how to warm formula.
- As you can see the first photo at the top left is a snapshot of the Huggies webpage menu option, Mommy Answers. When you roll your cursor over the selection a drop down menu appears in which you can select the specific category you want to view for previous experiences on the topic. Simply adding one for fathers wouldn't’t take long to implement nor would it be costly. Next, on the right is an example of what a possible game on the app would look like. This could be just one of many educational games the app posses. Finally at the bottom of the screen is an example of what more advertisements for the brand should like. In the past Huggies has had some issue with attempting to appeal to the male demographic. Previous ad’s of men appearing to be unfit caregivers offended many of its viewers so it is important to take the proper care when producing these ad’s.
- The total cost of this project will be approximately $464,000 with the app costing $250,000 if an agency is used for the development. The website will cost the less, $30,000, due to there only being additions made to the existing website. The social media changes will come in at about $84,000 for a complete revamping of the image and existing material. Last but not least, the new and improved digital ad’s will cost $100,000 to produce and display for a year. The campaign leaves plenty of space regularly administered ad’s and promotions as the entire advertising budget was listed as $31 million in 2009 by the New York Times.
- Using KPI tools such as Google Analytics is a great way of monitoring performance. Other way we plan to do so is through email sign ups/registration, views via YouTube tutorials, traffic on male advice section of website and follower demographics on social media.
- Thank you!