When Kimberly-Clark's Huggies brand Hong Kong launched its
Facebook fan page with a Baby-Bus campaign last Valentine's Day, it
had no idea that within just three weeks the fan base would surpass
115,000 to become the second largest Facebook brand page in Hong
Kong. But much to the surprise of the team behind the wildly
creative marketing idea, that's exactly what happened.
Facebook is an important social media platform in Hong Kong,
with a higher level of penetration than even the United States.
Roughly 52 percent of Hong Kong's population is on Facebook, and
some of the most active users are pregnant women and new
mothers.
The Kimberly-Clark campaign invited parents to upload their
baby's photo to the Huggies brand Facebook fan page. Through
interaction and activities taking place on the Facebook page, the
Huggies brand Hong Kong fan page appeared in Facebook newsfeeds 10
million times in a city of 7 million residents in just one month.
More than 4,000 photos were submitted, and the 60 most popular ones
were featured on 10 double-decker buses that roamed the city. Due
to overwhelming response, Kimberly-Clark purchased additional space
on a 30-foot outdoor advertisement in one of the busiest locations
in Hong Kong. The billboard featured all 4,000 participating
babies, allowing every parent to be a winner.
Part of the success was due to integration of online and offline
activities for brand engagement. The goal for participants was to
get their babies displayed on massive advertisements offline and
share their joy with everyone in the city, while they were also
uploading and sharing the images with family and friends and
the online community.
The parents' reactions to outdoor advertisements were extremely
touching. Kimberly-Clark also held an event inviting winning
parents to take photos with the buses as well as meet and greet
other parents who participated in the activity.
Interestingly, only 7 percent of online traffic was generated
via paid media on parenting forums while 88 percent was generated
via word-of-mouth. Facebook is using the Huggies campaign as a case
study for social media marketing.
With this successful launch of a Facebook fan page, the Huggies
brand team in Hong Kong continues to drive brand engagement with
consumers to build brand awareness and loyalty via online and
offline integration; leverage its iPhone pregnancy app; and
strengthen Huggies Club customer relationship management
capabilities.
