Kimberly-Clark strikes again with an ingenious marketing plan to promote an otherwise mundane product. All I can say is WOW.
Kimberly-Clark launched a mobile campaign for its Huggies Pull-Ups training pants brand that is designed to help mothers potty train their kids.
Working with Ipsh, a mobile marketing agency that’s part of Omnicom’s The Marketing Arm, Pull-Ups created a program where moms are able to text in from a call-to-action on-pack to order the potty training kits. Using their mobile phones, moms can arrange for Cinderella or a Cars character to call their phone at a designated day and time.
“The Pull-Ups brand is about big kid success and we are helping the moms and children succeed in the potty-training process,” said Geoff Golub, shopping marketing manager for the Pull-Ups brand at Kimberly-Clark, Dallas. “Mobile allows us to communicate with mom right at the shelf. “We are trying to make the shopping experience easier for moms on the go,” he said.
For the IVR portion of the campaign, when the call comes in, the parent receives a voice prompt asking them to hand the phone to their child.
Kimberly-Clark’s Huggies Pull-Ups debuts multichan
The call to action on Pull-Ups packaging
Once the child is on the phone, a Cinderella or a Cars character congratulates them on their potty training.
Read the Full Article from Mobile Marketer
