Huggies-INCA partnership helped launch new product successfully

Moms around the world, even in the Philippines, consider factors like absorption, quality, and the like when buying a diaper for their babies. It’s no different for Vietnamese moms who rely on the tips and recommendations of other moms in their community before buying baby products. Thus, Kimberly-Clark partnered with INCA, GroupM’s brand-safe influencer and content marketing arm, in launching its new Huggies diaper product in Vietnam, Huggies Thin & Soft.

From November to December 2021, INCA launched a user-generated content campaign to promote the product, Huggies Thin & Soft, and introduce the public to affordable and premium thin diapers, with the aim of encouraging more mothers to try the product for their children.

Traditionally, diaper brands focus on promoting attribute dryness, while Huggies Thin & Soft uniqueness includes its invisible thinness, product design and its ingredients, which are some uncommon features moms seek when shopping for diapers for their toddlers, resulting in a lower uptake of thin diapers in the market.

Noting that urban Vietnamese moms put a greater value on imported goods and are particularly enthusiastic over innovations from Japan and South Korea, INCA and Huggies placed their focus on mom communities that have a powerful word-of-mouth influence and effectively spark conversations among moms.

The campaign banked on the influence of mom communities as many mothers turn to each other for product recommendations and pieces of advice. The campaign proved to be successful, reaching 650,000 moms with a conversion rate of 2.45%. This also led to a click-through rate of 77%, including over 28,000 individual discussions and reviews of the diaper product, and over a thousand comments and total link clicks. In addition, the brand held the largest share of voice in the market and was the most talked about in terms of its quality, absorbency, and thinness attributes from November to December 2021 according to Younet Social Listening Report.

Uyen Nguyen, Senior Brand Manager for Huggies Vietnam, commented on the success of the campaign and the crucial role INCA played in it. “In launching Huggies Thin & Soft, we were thrilled to spark thousands of discussions on these attributes. Partnering with INCA was crucial in helping us build relationships with mothers in Vietnam through word-of-mouth, one of the most reliable and trusted channels mothers rely on. The campaign demonstrated the immense potential for soft & thin diapers, something unheard of in the Vietnamese market. This campaign exceeded all expectations, and we look forward to partnering with INCA again in the future.”

Loan Menuge, INCA Vietnam Lead, expressed their excitement in partnering with Kimberly-Clark as the brand puts great importance in innovation and creative appetite. “Through our brand-safe technology, we were able to align with Huggies’ campaign goals and forge deep connections with creators and consumers to drive business outcomes for our clients. We are pleased that Huggies is now the top diaper brand known in Vietnam for its thinness, quality, absorbency as well as other interesting attributes and that we are able to bring comfort and innovation for mothers and their children.”

The campaign did not only serve as a testament to the marketability of thin diapers if promoted well, but also the effectiveness of the word-of-mouth promotion as many consumers rely on reviews and recommendations when purchasing products.

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