Charting new paths in personalized engagement and targeted outreach

In a competitive market landscape, Huggies embarked on a journey to redefine parenthood engagement through innovative data strategies. With a focus on enhancing the customer experience and expanding their reach, they sought to optimize their registration process and refine their targeting efforts. Through a strategic overhaul, Huggies aimed to establish deeper connections with expectant mothers and parents, ultimately enriching their journey into parenthood.

Challenges : Solutions

Amidst stiff competition, Huggies needed to establish more meaningful connections with expectant mothers and parents. While the Huggies Rewards program offered great value, finding expecting parents proved difficult and the registration process was clunky. . With a focus on enhancing the customer experience and expanding their reach, Huggies sought to refine their targeting efforts with precision outreach and simultaneously optimize their registration process to fostering enduring relationships built on trust and support.

Kimberly-Clark initiated a comprehensive transformation of the Huggies Rewards program. Central to this initiative was the revamp of the registration experience, designed to streamline the enrollment process and attract more targeted and qualified members efficiently. Leveraging data insights, a laser-focused targeting strategy was developed to find expectant mothers in their 2nd trimester through 12 months postnatal. A new, modern multi-touch SMS and email welcome series was developed to maximize engagement and encourage app installations to create a more seamless user journey from registration to engagement.

Results