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Pampers and Huggies Social Media Presentation
- 1. Pampers & Huggies ⢠Social media programs and campaigns
- 3. Pampers In 1956 P&G researcher Victor Mills, disliked changing the cloth diapers of his new born grandchild. So he assigned fellow researchers at P&G in Ohio to look into the practicality of making a better disposable diaper. ⢠Pampers were first sold in 1961 ⢠Pampers began globalisation(Canada and Japan) in 1971. ⢠Popularity increased.
- 4. Pampers brand was the most dominant product until 1968.
- 5. Huggies â˘Huggies was launched by Kimberly Clark in 1968 and initially took away the market share from Pampers. â˘However, as of 2012 Huggies market share continued to fall and was around 22%.
- 6. 2012 â Huggies nappies abandoned in Europe by Kimberly-Clark â˘Focus on âpull upâ nappies and âlittle swimmersâ for older children â˘Net sales were down 3%, but profits were boosted by $100m of cost savings â˘Tristram Wilkinson said âThe brand was being pulled from all European markets except Italy, as it had not commanded high levels of loyalty within its consumer baseâ.
- 7. 2002: ⢠Huggies -40% â˘Pampers - 45%. â˘Active Fit nappies for babies on the move, and lower-cost Simply Dry nappies. 2012 â˘The chart shows that Pampers now increased market share to 60%, with Huggies only on 20%, not much bigger than own label.
- 8. #51 Worlds Most Valuable Brand (Forbes 2014). Brand Value(best global brands): 2012 2013
- 9. Pampers & social media ⢠Humanise brand ⢠Connect with consumers ⢠Offer insights, support, advice ⢠Positively influence their online reputation ⢠Promote product range and marketing campaigns
- 10. Pampers on Facebook â˘Over 12m likes, mostly popular with 25-34 year olds ⢠Community for connecting with other parents ⢠Events ⢠Ask Pampers ⢠Product range & Add to basket ⢠Contests, e.g. Game Face
- 11. Pampers on Twitter ⢠91.3 k followers ⢠News ⢠Exclusive deals ⢠Promotion through hashtags, e.g. #LoveSleepPlay ⢠Sharing photos, e.g. from Game Face contest
- 12. Pampers on YouTube ⢠Just under 6,000 subscribers ⢠Over 8m views ⢠Consumer reviews ⢠Promote new products ⢠Promote contests ⢠Love, Sleep & Play campaign
- 13. Game Face Contest (2014) â˘Upload picture of âGame Faceâ â˘Turn into customizable meme that can be shared â˘Winner and family have photo shoot with Team USA athlete, freestyle skier, David Wise
- 14. Love, Sleep & Play (2013) â˘Genuine baby moments captured from YouTube videos made into multi-media marketing campaign â˘Photos shared through Facebook and Twitter â˘Sponsored content on Buzzfeed
- 15. Lullaby and Goodnight â Jennifer Hudson (2012) â˘Original rendition of the bedtime classic â˘Available exclusively through Pampersâ Facebook page â˘Lullabies app also available on Facebook
- 16. Unicef campaign â˘1 pack = 1 vaccine â˘Promoted through all social media platforms: Facebook, Twitter, YouTube
- 17. Using social media to tackle Dry Max issues â˘Negative social media: dry max causes diaper rash â˘Invited prominent âmommy bloggersâ to headquarters â˘Discussed and demonstrated effects of Dry Max diapers â˘Positively affected reputation through significant social media influencers
- 18. Huggies & social media â˘The use of Social Media to communicate â˘Marketing and advertising campaigns â˘Where the brand has gone wrong
- 19. Huggies on Facebook â˘1m likes (11m less than Pampers), also mostly 25-34 year olds â˘Mommy answers, special offers, events, Huggies global â˘Coupons offered 67% = $2.5m revenue â˘Disappointed Dads
- 20. Huggies on Twitter â˘36.2K followers (55.1K less than Pampers) â˘News â˘Promotion through hashtags of campaigns, products, contests and its other social media networks â˘Sharing of photos â˘Links with other companies, e.g. @disneybaby â˘Sharing articles on advice for parents â˘Follows back
- 21. Huggies on YouTube â˘2,099 Subscribers, less than half that of Pampers â˘364,016 views, over 7m less than Pampers â˘Communication between consumers â˘Videos of advertisements â˘Interviews, Q&A, Instructional videos â˘Help to consumers and subscribers âFirst Hugsâ
- 22. Huggies on Pinterest ⢠10790 Followers â˘300 Likes â˘Baby shower Planner â˘Themes (Rainbow, Comic, Peace and Love) â˘Extras (Cakes, Flowers, Games) â˘Celebrities (Tori Spelling)
- 23. Huggies on Circle of Moms â˘Work through Facebook app hoping for WOM communication â˘Operate just like a friend â˘Huggies Zone â˘Reward Codes â˘Hoping to gain brand loyalty early on formation of relationships at start of motherhood
- 24. Alfie the Baby (2012) ⢠âWhat happens in Huggies stays in Huggiesâ â˘@AlfieTheBaby â˘But nowâŚ
- 25. Huggies in Hong Kong â The baby bus (2011) Increase exposure of the brand in Hong Kong â˘Upload photos to fan page through Facebook 60 most âlikedâ put on the bus around Hong Kong. â˘Adapted- all pictures put in busy subway station â˘Over 7m fans now perceived as innovative and fastest growing brand in Hong Kong.
- 26. Every Little Bottom ⢠Corporate Social Responsibility ⢠âDiaper needâ â˘Donate up to 22.5 million diapers in the U.S. and Canada to those in need through specially marked packages. â˘Ellen Pompeo, as campaign ambassador â˘Over 300 local diaper drives were held
- 27. However ... ⢠âHave Dad Put Huggies To The Testâ â˘Facebook â˘Dads were being put to the test, not the diapers â˘âEasy Chairâ Campaign
- 28. Comparison Overall, good use of social media platforms to access target market â share photos, advice and promote respective charity campaigns More effective use of social media: ⢠More accessible ⢠Funnier ⢠More memorable ⢠Generally well thought out use of social media â˘Have a good basis for social media covering a number of networks. â˘BUT have failed to use social media effectively enough to attract more of an audience and also mitigate effects of bad press. â˘Pinterest â very successful, pampers NOT doing same thing.
- 29. Recommendations: Pampers â˘Keep finding novel ways of getting consumers to share photos in order to get involved with the company directly â˘Build brand loyalty â˘Do more competitions â˘Social influencers- Work with influential âmommy bloggersâ on a regular basis to manage online reputation â˘Instagram â˘Brand searches
- 30. Recommendations: Huggies ⢠Focus more on specifics of social media marketing ⢠Dedicate time and resources to development of social media networks and campaigns & show commitment to those campaigns. ⢠Need to differentiate from Pampers, e.g. extend Pinterest to include childrenâs parties, christenings etc. ⢠Think about how every audience (not exclusively the target audience) will interpret any campaign ⢠Listen to audience, respond to feedback ⢠Instagram