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Code launches viral campaign for Huggies |
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Monday, 26 November 2007 |
Digital agency Code has launched a new viral campaign ‘Baby Moviestars’ for Kimberly-Clark brand Huggies. The viral - www.huggiesclub.com/uk/moviestar - has been designed with parental interaction and a competition to find the face of Huggies Super-Dry in mind.
By clicking on the viral, consumers can upload pix of their offspring who then star in a western, sci-fi or fantasy movie. Further customisation can be added with a range of gimmicks including inserting the child’s name and his/her favourite toy, most hated vegetable etc.
Parents can then forward the viral to friends or enter the ‘movie’ in the competition.
Paul Finch, a brand manager with Huggies said: "This is the first time we've used a viral for the Huggies brand but think it is a fantastic and cost-effective way to extend our reach to parents and parents to be. While enabling consumers to interact with the brand in an entertaining and relevant way, the moviestar viral isn't overly branded which will result in Mums being much more likely to pass the viral on.
"The viral continues our theme of the Huggies Club to encourage interaction and knowledge share between parents and to develop an online community. We hope to create a significant number of recruits with whom Huggies can communicate regularly."
The new viral campaign is in addition to Code's ongoing work with other Kimberly-Clark brands including Little Swimmers, Dry Nites, Pull Ups, Kotex and Depend. Code also handles the design and build of Kimberly-Clark UK and
its European brand websites, microsites, email marketing and banner advertising.
www.codecomputerlove.com
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