Imagine having to keep your baby in a wet diaper all day or having to choose between buying diapers or food. For millions of mothers, this is an everyday reality. Huggies stepped forward to help with its first-ever corporate responsibility program. In addition to getting diapers to babies in need, Huggies would build a diaper distribution network and unite millions of consumers through Every Little Bottom.
Coining the term, “diaper need,” the team created an integrated communications campaign—using earned and social media, paid advertising, retail and nonprofit partners, and a national sports league partnership — to drive awareness and spark action.
Key program elements that helped to raise awareness, build an infrastructure and incite action in order to create a true, sustainable solution to the issue:
Ogilvy PR commissioned first-of-its kind extensive study on the issue of diaper need, revealing that 1 in 3 American moms (1 in 5 Canadian moms) struggles to provide enough diapers for their babies.
Huggies pledged to donate up to 22.5 million diapers in the U.S. and Canada to those in need through specially marked packages.
To help reinforce credibility, multiply the message of the program and distribute more diapers, we recruited strategic partners, including 10 diaper banks; 9 non-profit organizations, such as United Way, March of Dimes, Junior League International, National Coalition of Pastor Spouses, etc.; 7 passionate Blog Ambassadors and national distribution partners Feeding America and Food Banks Canada.
Introduced celebrity mom, Ellen Pompeo, as campaign ambassador, kicking off with a national diaper drive and media event. The campaign achieved a 487% increase in web traffic to EveryLittleBottom.com on launch day.
Over 300 local diaper drives were held. 100,000 moms donated loyalty points (in just 3 weeks). New diaper banks opened. 25.5 million diapers were distributed to families in need—the equivalent of diapering 10,000 babies, seven times a day, for a full year.
In under a year, Every Little Bottom put a spotlight on diaper need and sparked consumer and stakeholder engagement. More than 107 million earned media impressions contributed to the increase in awareness of the Huggies program among mothers compared to March 2010 (15% vs. 10% in U.S; 17% vs. 8% in Canada). Key media coverage included: The Ellen DeGeneres Show, Associated Press, USA Today, People, Chicago Tribune, Access Hollywood, Extra!