Winner: Kimberly Clark/Ogilvy & Mather Hong Kong – Huggies Babies-On-The-Go
To attract new customers and increase diaper market share in Hong Kong, in 2010 Huggies developed a campaign around parents’ love of sharing baby photos on social media. A Facebook group was developed so parents had a platform to upload their babies’ photos with the 60 top “liked” babies winning a media date to star on “Huggies Babies” double-decker buses around the city. The Facebook group attracted more than 115,000 fans with 20 days—twice the original goal. —RD
Honorable Mentions
Edelman – Shape What’s to Come By Levi’s: To reengage Millennial women with Levi’s, Edelman developed discussion boards, interactive live casts and an ambassador program.
Fahlgren Mortine – Ansell’s Online Safety Community Grows 28%: To engage the Ansell audience of safety professionals, Fahlgren Mortine created SafetyCommunity.com, which drove traffic via polls and live chats.