Huggies debuts first social-bus campaign

Kimberly-Clark's diaper brand Huggies has launched Hong Kong's first 'social bus' campaign to fulfill parents' dream of making their babies super stars.

The campaign combines Facebook and bus advertising for parents to share photos of their babies. From now till 27 February, parents can submit photos to Huggies' Facebook page. The top 60 photos with the most ‘Likes' will be printed on the sides of buses in Hong Kong.

Robin Moriarty, managing director of Kimberly-Clark Hong Kong, said the company strives to connect with consumers in new and meaningful ways such as Huggies iPhone apps and now the Huggies fan page.

Thomas Crampton, Asia Pacific director of Ogilvy's 360 Digital Influence team, added that these user-generated bus advertisements harness social media to celebrate Hong Kong's children in an entirely original way.

"The increasing role of social media in people's lives makes it a natural extension for every form of marketing communication," Crampton said.

This campaign is developed by Ogilvy & Mather Advertising Hong Kong and Ogilvy's 360 Digital Influence team.