The Huggies digital strategy document outlines a plan to utilize social media and mobile platforms to target new mothers aged 23-30. The strategy will focus on telling consumers' personal stories through a "Story of the Week" campaign across Facebook, Instagram, Twitter and billboards. Ads will begin in autumn and continue into late winter, encouraging users to share their #myhuggiesstory for a chance to be featured. The budget allocates $350,000-$500,000 for TV ads and $15,000-$20,000 for Facebook campaigns, with $10,000 budgeted for Twitter and $5,000 for Instagram.

1. HUGGIES DIGITAL
STRATEGY
Natalie Smith
Monday, April 18, 2016

2. Social Media and Mobile Campaign
◦ Utilize Facebook mostly—most used and best
for families.
◦ Still use Instagram and Twitter.
◦ Commercials will be key for using these sites—
short clips.
◦ Create a user friendly app.
◦ Get users to explore mobile site regularly.

3. Target Audience
◦ New moms—ages 23-30.
◦ Women more likely to utilize social
media.

4. Big Idea
◦ Represent the brand as not just a diaper
brand.
◦ Show consumers that there is genuine care
for them and their child.
◦ Families share their stories with us—we will
pick winners, but everyone who shares a
story will win something.

5. “Story of the Week”
◦ Every week we will pick a story to share across
all platforms.
◦ Some will be made into billboards and
strategically placed across demographic areas.
◦ Bring an emotional tone to attract our
consumers.
◦ Make consumer feel an individual connection
with the brand.

6. Time Frame
◦ Beginning in first few week of Autumn.
◦ The ads will continue to run into the late
months of winter.
◦ New “Story of the week” every week.
◦ Start on billboards in December, with 2-3
changes within the timespan.

7. Ad contents
◦ These ads will be short clips and
photographs.
◦ They will be a shortened version of the TV
commercial.
◦ The tag line will be focused around “We want
to hear YOUR story.”
◦ We will use the hashtag #myhuggiesstory

8. TV and Facebook Budget
◦ We are going to use between
$350,000-$500,000 for TV
commercial.
◦ We will stem Facebook video from
commercial.
◦ For Facebook, CPC is $0.66 and we
will put $15,000-$20,000 into this
medium.

9. Twitter and Instagram Budget
◦ For Twitter, CPC is $0.10-$0.50.
◦ We will use $10,000 for this medium and add
more if/when needed.
◦ For Instagram, CPC is $0.44.
◦ We will use $5,000 for this medium and add
more if/when needed.
◦ These two mediums are less useful for out
target market than TV and Facebook.

10. Conclusion
◦ Making a mobile presence for a diaper brand is
not an easy task.
◦ By targeting the correct market, with the correct
tactics, we should increase the mobile usage and
sales.