Group assignment for Intro to PR course.

1. Team 5
Pham Tra My – s3357655
Nguyen Tuan Phong – s3461777
Dao Thu Ha – s3466645
Nguyen Thu Hien – s3461784
Ngo Anh Tuan - 3461766

2. Brand: Kimberly-Clark’s Huggies
Date: 2010-present
Countries: USA and Canada

3. The Opportunity
1 out of 3 moms in US and 1
out of 5 in Canada faced
“diaper needs”
Why its PR campaign?

4. Three Key Lessons
• Strategy
• Theory
• Media Relations

5. 1 out of 3 moms in US and 1 out of 5 in Canada
Based on the results of surveying 2500 moms
Moms empathize and understand the
importance of clean diapers.
1.2 million diapers were given away
90% of consumers trust peer
recommendations more than advertisement
(14%).
Speak directly to 6 million followers
1. Persuasion
• Fact
• Emotion
• Personal Experience

6. 2. Easy Access

7. 3. Effective distribution

8. Human beings could acquire new behaviours
by observing others
(Lattimore et. al. 2009)

9. • Role model: celebrity mom
• Influential actions:
- Empathize with mothers
struggling with “diaper need”
- Encourage publics to support
the campaign
- Instruct the ways that people
can easily help
- Show the influence each
individual can make

10. • Elaborated Model: People are
influenced by repetition, a
highly credible spokesperson
or tangible rewards
(Lattimore et. al. 2009)
• Highlight in the case: repetition
• Results: increase public’s
familiarity with the issues

11. A large audience
for donation
No direct
financial benefit
“Every Little Bottom”: a CSR campaign…

12. 1/ Use third party endorsement
2/ Gain free media coverage
3/ Spread the news better & quicker

13. Choosing relevant media
(Alliance for Audited Media, 2013)

14. viewers
per episode
(TV by the Numbers, 2010)
female audience
(Pew Research, 2012)

15. Media Relation Tools
• Press Conference
• Interviews
• Featured Articles
• Events

16. Press Conference From The Business Journal:

17. Interviews

18. Featured Articles

19. Events

20. • Human Interest articles

21. Lattimore, D, Baskin, O, Heiman, S, Toth, E 2008, Public Relations: the profession and
the practice, 3rd edn, McGraw-Hill, New York.
Ogilvy PR n.d, Huggies every little bottom, Ogilvy Public Relations, viewed 10 March
2014, http://www.ogilvypr.com/en/case-study/huggies-every-little-bottom.
PR Newswire 2010, Ellen Pompeo 'Scrubs In' to Help Huggies® Brand Kick-Off National
Diaper Drive for 'Every Little Bottom', PR Newswire, 5 October, viewed 9 April 2014,
http://www.prnewswire.com/news-releases/ellen-pompeo-scrubs-in-to-help-huggies-
brand-kick-off-national-diaper-drive-for-every-little-bottom-104337843.html.