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Huggies 'Baby Moviestars’

Agency: Code Computerlove

Client: Huggies

Global health and hygiene company, Kimberly-Clark has launched a fun
viral for its nappy brand Huggies.

The 'Baby Moviestar' viral, created by Manchester digital agency Code Computerlove has been designed to extend the brand's reach and interaction with parents, and to promote a competition to find the face of Huggies Super-Dry. 

Consumers can upload a picture of their 'little darlings' to allow them to star in a western, sci-fi or fantasy movie.

They can further personalise the movie with their child's name, favourite toy, most hated vegetable and name the movie.

Once parents have viewed the movie, the site encourages them to email it to a friend or enter a competition, which will see the winner featuring in a Huggies advert and receiving a year's supply of nappies.

Huggies are donating 10p for every entry into the competition to Operation Smile, which provides free cleft lip and palate surgery. 

Brand manager for Huggies Super-Dry and Wipes, Paul Finch, said: "This is the first time we've used a viral for the Huggies brand but think it is a fantastic and cost-effective way to extend our reach to parents and parents to be.

“While enabling consumers to interact with the brand in an entertaining and relevant way, the moviestar viral isn't overly branded which will result in Mums being much more likely to pass the viral on.

He added, "The viral continues our theme of the Huggies Club to encourage interaction and knowledge share between parents and to develop an online community. We hope to create a significant number of recruits with whom Huggies can communicate regularly." 

AJR
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