HUGGIES
WE GOT YOU, BABY
Huggies trusted Accenture with a huge omnichannel rebrand to make them more meaningful to parents. To do this, we created -and brought to life across the customer journey- a new global creative platform. As an Associate Creative Director and eComm SME on the team, I was focused on the commerce pages for Brand.com and third party retailers from wireframing to delivery.
2022 Gold ANA ECHO Award, Consumer Products & Services
2022 Gold ANA ECHO Award, CRM/Customer Loyalty Campaign
Welcome to the world, BABY!
Huggies launched their new brand at the biggest game of the year featuring babies that were born that day. User generated content footage of newborns was gathered from partner hospitals and added into the spot hours before it went on air. We also supported a second screen experience celebrating the birth of new babies with real-time announcements in the new brand voice. We even had real-time tweets to baby during the game to explain the game’s plays, commercials, and halftime show.
ABOVE THE FOLD IMAGES
Huggies wanted a new, impactful (but still familiar) way of treating above the fold imagery. During the wireframing process we developed a centered approach that let the images take up more width than the traditional left side square while also incorporating feature callouts and icons that rotate with the carousel.
CUSTOM BUY BOX
In collaboration with Smart Commerce we created a custom branded buy box for the product detail pages on Huggies.com. This cohesive branded experience allows customers to select their preferred size and count and then displays stores that have it in stock.
RETAILER SiTES
Once the new brand look and feel and website was developed, my next challenge was applying that language to retailer sites to make a cohesive experience. We also wanted to create an environment that encouraged shoppers to stay within the Huggies brand by cross selling diapers with perfectly paired wipes (or vice versa). But not all retailer sites are the same, so we developed two sets of content that maintained that cohesion but met all requirements.
INTERNATIONAL
In addition to US retailers, I worked on an Amazon brand store and product detail pages for EMEA. While the product was slightly different and had an older packaging design, Huggies wanted to bring the new branding to other countries for a seamless experience. These pages were translated for Spain, France, Germany, the Netherlands, and Italy.
