Huggies Hong Kong: A Facebook Success Story | Facebook for Business # facebook ads

Huggies HK grows its brand with a social campaign that invites people to upload baby photos on Facebook.

mom just love that baby they really want
to celebrate every moment of their
babies this campaign had a social kernel
which every successful social media
campaign does and it was a pretty simple
straightforward kernel which is people
love to share photos of their babies by
encouraging people to upload photos of
their babies they were doing something
they already wanted to do it was social
by design right from the beginning this
campaign was conceived by the marketing
team and the agency to find a way to
start increasing exposure of Huggies in
Hong Kong as well as to launch our
fanpage on Facebook so what we did is we
encouraged moms to put the photos up on
the fanpage and the 60 photos that were
the most supported we're going to be put
on the side of a bus that goes around
Hong Kong we were expecting a good
response we got an overwhelming response
as with any social media campaign we
find more and more this is not something
you go in set from the beginning you
want to monitor adapt figure out what's
happening and really leverage the
greatest of what you have built it's he
made a suggestion that we get a 30 foot
long space in one of the busiest subway
stations in Hong Kong so that people
would be able to share this joy and
share the photos of all 4,000 Hong Kong
babies with this campaign we managed to
reach 120,000 fans of Huggies their
friends multiply that number to seven
million a huge number which is built a
community going forward which we can
then relate to and build upon for any
future campaigns so we've built a very
engaged community and Huggies is now one
of the faster growing brand page in Hong
Kong consumer receive Huggies as an
innovative brand Huggies bring a lot
more value than just selling product to
them
in fact we help them connect with their
friends with Facebook you can understand
what's happening with your consumers
a quicker way and they can feel like
they're part of your brand not just that
they're recipients of your brand and I
remember one day I was getting off of
the subway and I saw a mom taking a
photo next to the baby's photo in the
advertisement and I started thinking
about how that photo is going to be part
of that family's history and part of
that family's photo album for all time
and so I really think it started
clicking of how we're connecting with
consumers and really becoming part of
their life part of their family's story