Kimberly-Clark | Huggies Enjoy The Ride Rewards

In support of Huggies consumer relationship marketing efforts to embrace the ups and downs of parenting, a loyalty rewards program called Huggies Enjoy The Ride Rewards was launched to not only establish a program where points can be earned to win prizes but to create a deeper brand connection with parents as they begin their journey.

Targeting the Millennial Mom, Enjoy the Ride Rewards offers multiple ways to earn reward points – from signing up, referring friends and watching videos, to providing opinions or sharing ideas.

To create a loyalty rewards program for Kimberly-Clark's Huggies Brand that facilitates conversation with Moms, provides additional insight to retail behavior, and rewards Moms for maintaining loyalty to the Huggies Brand. Year one objectives:

Activation:
Generate member registrations:

67,500 new program registrations per month

Engagement:
Drive member interaction with the Huggies Brand and loyalty program:

Exceed 00:03:25 duration of visit to program's web site
Achieve loyalty program e-mail opt-in rate of 40%

Preference:
Influence Member preference for the Huggies Brand:

Positively impact Net Promoter Score

Huggies Enjoy The Ride Rewards aims to build stronger relationships with consumers. Not only is the program a source of Brand information and offers for consumers, it is a source for Huggies to communicate product news and learn from consumer opinions. As such, the program is a key point of integration for all Huggies Brand media and communication drive periods.

The program structure moves beyond the typical earn-and-spend points' loyalty model and focuses on the social realm and building relationships. This is achieved with a strong viral component letting members earn points by referring friends, watching videos, providing opinions, or sharing ideas within the program's Web site.

In addition, the program offers multiple ways to spend points, driving consumer engagement with tactics like sweepstakes, instant wins, interactive games, charitable donations, or by selecting products from a reward catalogue.

Results

Activation:

Registrations have exceeded year-to-date goals by 21.5%
Tell-a-Friend (viral) achieves a consistent performance of 11-15% invite-to registration conversion (vs. other Baby Care loyalty TAF conversion of 2.5%)

Engagement:

At 00:12:00, duration of website visits has exceeded goals by 250%
Average Member has spent over 2 hours engaged in Huggies-branded content
Program is achieving e-mail opt-in rate of 58%

Preference:

60% of Members reported feeling "a little better to much better" about the Huggies Brand as a result of visiting loyalty program
40% of Members reported participating in Huggies Brand loyalty program vs. other baby child care programs

Loyalty program concept, development, execution, hosting and in-market support handled by IC Group; creative by JWT.