Eastline Marketing

Challenge

In view of maximizing awareness about Huggies Wipes in Lebanon, Eastline Marketing was mandated to collaborate with Ogilvy Action, in order to strategically bridge their Point of Sale activation using digital media, by funneling participant of the Huggies’ “Greatest Hug of All” to a socially enabled micro site.

Goals:

• Creating Huggies Wipes Lebanon Official Facebook presence.
• Create a direct channel of communication with consumers and engage them in the brand.
• Increase awareness about Huggies Wipes range of products.

Solution

Eastline Marketing immersed Huggies Wipes on Facebook and developed a socially integrated micro‐site to host the "Best HUG contest".

Once participants’ pictures are taken at the Point of Sale stand, they were automatically entered in the contest which was hosted online on the micro-site, and benefited from a voting system to gather the highest votes using social media’s viral nature.

Results

Huggies Wipes enjoyed unforeseen results after a month of campaigning:

• Recruited over 34,000 votes
• Recruited substantial participants / marketing database in the contest
• Acquired Page Likers: 6,500
• Recruited Contestants: 1,000