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Huggies Taps ‘Baby Bloggers’ to Leverage Tumblr



Steven Strubbe
Associate Brand Manager and Digital Lead
Huggies (Kimberly-Clark)

eMarketer: When did Huggies start using Tumblr, and why did you decide to leverage this particular social blogging platform?

Steven Strubbe: About a year and a half ago, we had a marketing program that was promoting Huggies Little Movers Diapers. We decided to root that program in a universal parenting truth: that all parents know that babies have a very strong point of view, even though they can’t talk. We wanted to bring that to life, to give babies a voice and to prove that if given a choice, babies would want to wear a diaper that’s shaped to fit their bodies. We created this blog by babies, the High Chair Critics, and we launched it in August of 2010.

eMarketer: And what were the goals or objectives of the Tumblr blog?

Strubbe: It was our first endeavor into the Tumblr platform. We wanted to engage with millennial moms who use Tumblr and, at the same time, integrate Huggies Little Movers messaging, which included bringing baby’s voice to life.

“Whenever we have a marketing program, we have a specific behavior and objective that we’re trying to drive, and we use different tactics and platforms to help drive that.”

We look at business goals more from a marketing program standpoint. Whenever we have a marketing program, we have a specific behavior and objective that we’re trying to drive, and we use different tactics and platforms to help drive that. If we’re trying to drive trial of a new launch or we’re trying to drive repeat purchase, it’s about how do we best do that.

In terms of Tumblr goals or even Facebook goals, we tend not to look at those sites as an overall metric. But every time that we use those to support overall brand programs, we’re definitely looking at interactions, page views, number of subscribers or reposts.

eMarketer: Who oversees the site, and what do you post? What is the strategy for using Tumblr?

Strubbe: Edelman Consumer is our PR agency and Ogilvy’s digital team helps provide creative content, and the brand team is engaged in that as well. For the posts, we have four “baby bloggers,” or baby personas, where each has a different category: pop culture, current events, fashion or music, and they provide easily digestible, fun, bite-sized pieces of content for moms to share. We’re posting daily, sometimes multiple times a day, Monday through Friday.

The format that works really well is a picture with a very short caption. The information we get from Tumblr is that half the posts that are re-blogged are photos. We do some videos, but we found that photos tend to be the content that Mom has an easier time sharing.

eMarketer: What results have you seen so far from Tumblr, and is there anything that you’re able to say, “that was a result of having this Tumblr page”?

“Right after we launched it, the growth of the following on Tumblr outpaced our Facebook page: 67,000 page views compared to 13,000 page views during the launch period. Since then, things have leveled off a bit....”

Strubbe: The way we measure success is really around engaging moms to build brand loyalty and influence purchase decisions. It’s not a Tumblr-specific metric. Right after we launched it, the growth of the following on Tumblr outpaced our Facebook page: 67,000 page views compared to 13,000 page views during the launch period. Since then, things have leveled off a bit and what we find is that, as we launch marketing programs to support either a diaper variant or wipe variant or a social responsibility platform, we will find that the followers to the Tumblr page will spike in response to those.

It’s clear that when we cross-promote across our web page, our emails, our direct mails, our print ads, Facebook, Twitter—when we have an integrated approach to reaching Mom about one specific message—it allows us to have a more amplified effect with engaging moms.

A longer version of this interview is available to eMarketer Total Access clients only. If you’d like to learn more about becoming a Total Access client, click here.

Check out today’s other articles, “Connected Devices Become Key to Content Consumption” and “Traditional Trumps Social Media Influence in Canada.”

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