What we were asked to do
huggiesclub.com is Kimberly Clark's most important customer communications medium for expectant mothers, as well as parents of children up to the age of three. Code Computerlove was briefed to redevelop the site and re-position huggiesclub.com as a community for pregnant and new mums. The aim was also to build a brand-loyal online audience to whom Kimberly Clark could market the Huggies product range.
What we did
The previous Huggies site had a magazine feel, so we redeveloped it based on a 'digital coffee morning' concept. A discussion forum is at the core of the site's activity, with links from the homepage to the Share and Chat section, Mum of the Moment feature and huggiesclub.com polls. Visitors must register on-site to participate in the forum, and users are made to feel that they are part of a fellow members' community. There are also promotional sub-sites to encourage product sampling and purchase, as well as for data capture and for address collection. The sub-sites also enable huggiesclub.com to be integrated with Huggies offline marketing activity.
What happened
The newly designed site was an immediate hit with mums and mums to be, with an impressively high number of visits from re-launch onwards. The integration of offline and online activity also helped to deliver new members to huggiesclub.com - in fact with one particular product, the overall campaign delivered nearly 40,000 new huggiesclub.com members, creating a significant number of new recruits with whom Huggies can communicate regularly.
Take a look at Huggies Club
www.huggiesclub.com/uk/
See What we've done