Best Overall Brand Presence on Pinterest

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5th Annual Shorty Industry Awards Finalist

Huggies Baby Shower Planner

Produced by:

Social@Ogilvy, a global practice within Ogilvy & Mather

Date submitted:

Feb. 27, 2013


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Team members: Liz Taylor - Executive Creative Director, Michael Blocher - Creative Director, Jon Morgan - Creative Director, Amy Gozalka - Art Director, Bianca Reggi - Copywriter, Jesse Bayer - Global Planning Director, Joe Rosenthal - Associate Director of User Experience, Carley Lake - Content Strategist, Kendra Simpson - Vice President, Andrew Sroufe - Account Supervisor, Aileen Driscoll - Account Executive, Hope Frank - Assistant Account Executive, Frida Taylor - Associate Director, Project Management, John Holland - Associate Director, Project Management, Jaime Guerrero - Digital Account Director, Caitlin Kelly - Account Executive, Susie Jendro - Technology Manager, Jeremy Freehill - Developer, Benjamin Hong - Director, Marketing Analytics, Julie Brkljacich - Senior Analyst, Javi Zubizarreta - Video Production Assistant

About this entry

Huggies Baby Shower Planner is a first-of-a-kind social ecosystem that takes expectant moms and their shower planners through the planning process, from theme inspiration to invitations. It's a whole new idea in content creation that exhibits to moms just how the HUGGIES® brand is there from the very beginning of her journey.

The case for why this entry should win a Shorty

As a first-of-a-kind social ecosystem, Huggies Baby Shower Planner takes moms and their shower planners through the whole planning experience, from theme inspiration to digital invitations.

The first diaper brand that mom experiences is crucial to developing a long-term relationship throughout parenthood. Knowing that we wanted to connect with moms before they deliver, it was important to reach her where she already is…online. While there were already bits and pieces of information about party planning and shower ideas out there, there was no central hub that will help mom dig through the clutter and assist her throughout the planning experience. The Ogilvy team was tasked with creating a social experience that would engage anyone planning a baby shower from start to finish.

“We saw a huge opportunity to leverage the Pinterest platform,” says Liz Taylor, Executive Creative Director, “It provides the perfect environment for the Huggies brand to deliver inspiration and information in a visually driven manner.” With that in mind, the Ogilvy team brought the idea for Huggies Baby Shower Planner to life by first commissioning six style mavens and partnering with brands like Disney, to create an inspiring array of shower theme ideas, from whimsical to contemporary, to vintage, to simply adorable. Each theme includes its own treats, games, décor…and of course, diaper cakes!

We were able to launch the Pinterest page with planned content that was immediately sharable, curating 30 themes with over 1,000 individual pins featuring over 800 original photos, eight specially designed infographics and one video showcasing “A Baby Shower Story.” The additional partnership with Punchbowl, the world’s premier online invitation service, allowed moms in the party planning process to create, personalize and distribute their invitations.

So how was the Huggies Baby Shower Planner received? With content that repined more than 1,000 times per month, the program has garnered more than 423,000 consumer impressions. With nearly 33,000 invitations sent in just the first three months, some might say it was a program just born to be successful and one that establishes the Huggies Brand as a partner to keep throughout parenthood.

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