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.
5. Huggies
•Huggies was launched by Kimberly Clark in 1968 and initially took away the market share from
Pampers.
•However, as of 2012 Huggies market share continued to fall and was around 22%.
6. 2012 – Huggies nappies abandoned
in Europe by Kimberly-Clark
•Focus on ‘pull up’ nappies and ‘little swimmers’ for older children
•Net sales were down 3%, but profits were boosted by $100m of cost savings
•Tristram Wilkinson said “The brand was being pulled from all European
markets except Italy, as it had not commanded high levels of loyalty within its
consumer base”.
7. 2002:
• Huggies -40%
•Pampers - 45%.
•Active Fit nappies for babies
on the move, and lower-cost
Simply Dry nappies.
2012
•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
•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)
•Upload picture of ‘Game Face’
•Turn into customizable meme
that can be shared
•Winner and family have photo
shoot with Team USA athlete,
freestyle skier, David Wise
14. Love, Sleep & Play (2013)
•Genuine baby moments
captured from YouTube videos
made into multi-media
marketing campaign
•Photos shared through Facebook
and Twitter
•Sponsored content on Buzzfeed
15. Lullaby and Goodnight – Jennifer
Hudson (2012)
•Original rendition of the
bedtime classic
•Available exclusively through
Pampers’ Facebook page
•Lullabies app also available on
Facebook
16. Unicef campaign
•1 pack = 1 vaccine
•Promoted through all social
media platforms: Facebook,
Twitter, YouTube
17. Using social media to tackle Dry
Max issues
•Negative social media: dry max
causes diaper rash
•Invited prominent ‘mommy
bloggers’ to headquarters
•Discussed and demonstrated
effects of Dry Max diapers
•Positively affected reputation
through significant social media
influencers
18. Huggies & social media
•The use of Social Media to communicate
•Marketing and advertising campaigns
•Where the brand has gone wrong
19. Huggies on Facebook
•1m likes (11m less than Pampers),
also mostly 25-34 year olds
•Mommy answers, special offers,
events, Huggies global
•Coupons offered 67% = $2.5m
revenue
•Disappointed Dads
20. Huggies on Twitter
•36.2K followers (55.1K less than Pampers)
•News
•Promotion through hashtags of
campaigns, products, contests and its
other social media networks
•Sharing of photos
•Links with other companies, e.g.
@disneybaby
•Sharing articles on advice for parents
•Follows back
21. Huggies on YouTube
•2,099 Subscribers, less than half that of
Pampers
•364,016 views, over 7m less than
Pampers
•Communication between consumers
•Videos of advertisements
•Interviews, Q&A, Instructional videos
•Help to consumers and subscribers
‘First Hugs’
23. Huggies on Circle of Moms
•Work through Facebook app hoping
for WOM communication
•Operate just like a friend
•Huggies Zone
•Reward Codes
•Hoping to gain brand loyalty early on
formation of relationships at start of
motherhood
24. Alfie the Baby (2012)
• ‘What happens in Huggies
stays in Huggies’
•@AlfieTheBaby
•But now…
25. Huggies in Hong Kong – The baby
bus (2011)
Increase exposure of the brand in Hong
Kong
•Upload photos to fan page through
Facebook 60 most ‘liked’ put on the bus
around Hong Kong.
•Adapted- all pictures put in busy subway
station
•Over 7m fans now perceived as
innovative and fastest growing brand in
Hong Kong.
26. Every Little Bottom
• Corporate Social Responsibility
• ‘Diaper need’
•Donate up to 22.5 million diapers in
the U.S. and Canada to those in need
through specially marked packages.
•Ellen Pompeo, as campaign
ambassador
•Over 300 local diaper drives were
held
27. However ...
• “Have Dad Put Huggies To The Test”
•Facebook
•Dads were being put to the test, not
the diapers
•‘Easy Chair’ Campaign
28. Comparison
Overall, good use of social media platforms to access target market – 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
•Have a good basis for social media covering a
number of networks.
•BUT have failed to use social media effectively
enough to attract more of an audience and also
mitigate effects of bad press.
•Pinterest – very successful, pampers NOT doing
same thing.
29. Recommendations: Pampers
•Keep finding novel ways of getting consumers to share photos in order
to get involved with the company directly
•Build brand loyalty
•Do more competitions
•Social influencers- Work with influential ‘mommy bloggers’ on a regular
basis to manage online reputation
•Instagram
•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
children’s parties, christenings etc.
• Think about how every audience (not exclusively the target audience)
will interpret any campaign
• Listen to audience, respond to feedback
• Instagram
