HUGGIES DIGITAL STRATEGY

Natalie SmithMonday, April 18, 2016

Social Media and Mobile Campaign◦Utilize Facebook mostly—most used

and best for families.◦Still use Instagram and Twitter.

◦Commercials will be key for using these sites—short clips.

◦Create a user friendly app.◦Get users to explore mobile site

regularly.

Target Audience◦New moms—ages 23-30.◦Women more likely to

utilize social media.

Big Idea◦Represent the brand as not just a

diaper brand.◦Show consumers that there is

genuine care for them and their child.

◦Families share their stories with us—we will pick winners, but everyone who shares a story will win something.

“Story of the Week”◦Every week we will pick a story to

share across all platforms.◦Some will be made into billboards

and strategically placed across demographic areas.

◦Bring an emotional tone to attract our consumers.

◦Make consumer feel an individual connection with the brand.

Time Frame◦Beginning in first few week of

Autumn.◦The ads will continue to run

into the late months of winter. ◦New “Story of the week” every

week.◦Start on billboards in

December, with 2-3 changes within the timespan.

Ad contents◦These ads will be short clips and

photographs.◦They will be a shortened version

of the TV commercial.◦The tag line will be focused

around “We want to hear YOUR story.”

◦We will use the hashtag #myhuggiesstory#myhuggiesstory

TV and Facebook Budget◦We are going to use between

$350,000-$500,000 for TV commercial.

◦We will stem Facebook video from commercial.

◦For Facebook, CPC is $0.66 and we will put $15,000-$20,000 into this medium.

Twitter and Instagram Budget◦For Twitter, CPC is $0.10-$0.50.◦We will use $10,000 for this

medium and add more if/when needed.

◦For Instagram, CPC is $0.44.◦We will use $5,000 for this medium

and add more if/when needed.◦These two mediums are less useful

for out target market than TV and Facebook.

Conclusion ◦Making a mobile presence for a diaper

brand is not an easy task.◦By targeting the correct market, with

the correct tactics, we should increase the mobile usage and sales.