In a bid to become recognized as a baby care brand, Huggies has recently launched a campaign titled “MomInspired Grant Program“, which invites feedback about a “unique baby or child care product idea that addresses an unmet parenting need”. Huggies is offering a total amount of $250,000 in grant money, with up to $15,000 for each considered idea.
To promote its campaign, Huggies has created a microsite, and will also use Facebook and Twitter to spread the word amongst the social media community.
What do you guys think about this innovative, bottom-up approach by Huggies to try and build a stronger relationship with its consumers? Considering the tough economic times, should more brands consider this type of marketing strategy?
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Comments on: "Huggies Taps Mothers for Social Media Invention" (1)
G’Day David,
I think others are getting involved in this sort of approach, UK 2010 elections, Ford with Mumsnet and many others. I think it’s very worthwhile, especially in getting a better read on core target audience, consumer/shopper understanding and road-testing NPDs. Sort of a controlled crowd-sourcing approach.
It’s potentially a great way to identify and understand potential barriers to an idea or innovation’s success and therefore develop appropriate means to solve product/marketing problems.
P&G could well learn from Huggies, with their recent Facebook clampdown. I also really like the current TVC (Australian), deep target audience understanding in my opinion.
Cheers
Dick