Huggies doubles down on influencer marketing to spark convo on diaper quality


Vietnam – Huggies, the diaper brand of baby and child care company Kimberly-Clark, has partnered with INCA, GroupM’s brand-safe influencer and content marketing arm, to launch a new campaign for its latest diaper product in Vietnam – Huggies Thin & Soft. This campaign aims to get Vietnamese moms to talk about diaper ‘quality’, ‘absorbency’ and ‘thinness’, which are unique attributes not typically associated with children’s diapers.

INCA noted that urban Vietnamese mothers place a high value on imported goods, and are excited by innovations hailing from Japan and Korea. This is also where Huggies turned their focus towards mom communities, whose small but powerful word-of-mouth influence could collectively spark powerful conversations.

Through the new campaign, INCA and Huggies have selected two hundred nano and micro-influencers who had a dominant share of voice and strong influence on more than 20 mom communities to incite conversations endorsing the value of thin and soft attributed diapers, before reviewing ‘the thinnest best-selling diaper brands from Korea’. 

The campaign was hinged on the fact that mothers turned to other mothers within their communities for advice and product recommendations. These influencers would then privately share Huggies sale links with other mothers in the communities.

Uyen Nguyen, Huggies’ senior brand manager for Vietnam, commented partnering with INCA was crucial in helping them build relationships with mothers in Vietnam through word-of-mouth, one of the most reliable and trusted channels mothers rely on.

“The campaign demonstrated the immense potential for soft & thin diapers, something unheard of in the Vietnamese market. This campaign exceeded all expectations, and we look forward to partnering with INCA again in the future,” said Nguyen.

Meanwhile, Loan Menuge, INCA’s lead for Vietnam, shared that through their brand-safe technology, they were able to align with Huggies’ campaign goals and forge deep connections with creators and consumers to drive business outcomes for the clients. 

“We are pleased that Huggies is now the top diaper brand known in Vietnam for its thinness, quality, absorbency as well as other interesting attributes and that we are able to bring comfort and innovation for mothers and their children,” said Menuge.

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