Huggies Hong Kong – Moms-to-be, 2011

Ogilvy Hong Kong Gives Moms-to-Be Attention in New Huggies Campaign (July 2011)

Kimberly-Clark, the makers of the Huggies diaper brand, has appointed Ogilvy and its Social@Ogilvy team to launch a marketing campaign for its ‘Step Zero’ diaper in Hong Kong. It will be the Hong Kong market’s first diaper for newborns.

Starting today, parents-to-be, their families and friends, plus the local online community, are invited to visit the Huggies Hong Kong Facebook Page ( to vote for actions that best support pregnant women. The action with the most votes will be translated into an outdoor advertising campaign in Hong Kong.

The goal of this campaign is to extend Huggies’ care to moms-to-be and their newborns by advocating a movement among the community to give pregnant women extra support, care and love. A touching video depicting the emotional journey of pregnancy, now available on YouTube ( and Facebook, was developed to communicate the campaign’s core idea.

“Social media is a highly effective tool for recruiting people into a movement, with traditional media helping to raise awareness by bringing it to the attention of a mass audience,” said Thomas Crampton, the Asia-Pacific Director of Social@Ogilvy.

Robin Moriarty, the managing director of Kimberly-Clark in Hong Kong, added, “As a brand dedicated to improving the bond between a mother and her baby, Huggies Step-Zero diaper aims to give babies a tender and gentle feeling of comfort and protection, just like their moms’ hugs. We are thrilled to be extending our range of Huggies diapers to specifically cater for newborn babies in Hong Kong. It is part of Kimberly-Clark’s continuous commitment to making lives better for millions of families.”

Ogilvy Hong Kong is an official branding partner with Huggies. Earlier this year, the Babies-on-the-Go campaign attracted over 115,000 fans in Huggies’ new Facebook group within 20 days. This was an award-winning campaign created by Ogilvy Hong Kong and the Social@Ogilvy team.

Agency: Ogilvy & Mather Advertising Hong Kong and Social@Ogilvy
Account servicing: Fanny Ng, Calvin Chu, Karen Tong
Creative: Eugene Tsoh, Irene Chan
Social@Ogilvy: Tim Ho, Tem Hansen, Jared Ko
Exposure: Print, online, outdoor, video, in-store, Facebook

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