The campaign, called ‘Everyday Discoveries’, will invite parents to upload photographs and video clips of the everyday discoveries their child has experienced online.
The entries will be featured on an interactive gallery and shortlisted families will be invited to attend exclusive events in Manchester and London. The final 10 winning babies will feature in a unique storybook penned by Disney artists.
Marketing communications agency Multiply coordinated marketing activities for the full press campaign, rich media online advertising and a targeted electronic direct marketing campaign to Huggies Club and Askamum.com members.
Biss Lancaster, Mindshare and Hyper also worked on the campaign.
Multiply director, Kate Fenton, said: “Our brief was to transition mums through a product change on Huggies Super-Dry using exciting communication focused on the benefits of the new product. We’ve launched a fully-integrated marketing campaign based around this core insight with targeted bursts of activity running until late January.”