Written as a ghostwriter for a private client as part of a larger project. The original publication is no longer available. Raw copy is shared here for portfolio purposes only.
27 September 2021
Specific Examples of using Storytelling in Marketing (with Results)
Huggies: No Baby Unhugged
Once upon a time, Pampers held 100% of diaper supply contracts for Canadian hospitals. To increase their market share, Huggies created a unique and emotional storytelling campaign entitled “No Baby Unhugged.”
This touching story centered around the science of hugs… And evidence that skin-to-skin hugs can help stabilize vital signs, prevent illness, and promote brain development in babies. And, since hugging is in the brand’s DNA, it was perfect.
To tell the stories, Huggies created a series of short films. Including one posted on social media on Jan 21st (coinciding with National Hugging Day) that focused on Gillian, whose granddaughter was born addicted.
https://strategyonline.ca/2018/01/26/huggies-shows-a-different-side-of-no-baby-unhugged/
These real-life inspired stories backed by science increased the sales of Huggies Newborn Diapers by almost 30% in 2016, with online advertising achieving clickthrough rates 12x higher than industry benchmarks. Their social media-driven campaigns also proved worthwhile, with a 300% higher engagement rate than industry benchmarks during the campaign. https://www.dandad.org/awards/professional/2017/creativity-for-good/25717/no-baby-unhugged/
But Huggies didn’t just achieve business success. This campaign was designed to do good as well as make money. Today, Huggies has helped over 30 Canadian hospitals provide hugs to some of the most vulnerable babies with their No Baby Unhugged Hospital Hugging Grant. And every time someone shares the post on Facebook, Huggies promised to donate a further $1 to the “No Baby Unhugged” initiative.
https://www.huggieshealthcare.com/en-us/power-of-hugs/no-baby-unhugged
