Huggies
Using information-rich and instructional Pins, Huggies Australia—an already beloved and trusted brand among parents—drove additional brand preference and ROI.1 Trialed as part of their latest newborn campaign, the brand saw a 43% increase in ROI on Pinterest, compared to other social platforms running the same creative.1
Huggies Australia were looking for new platforms to generate increased awareness for their newborn and infant nappies and favourability for the Huggies brand.
For a brand with 80% audience awareness this is no easy feat.1 But with a combination of smart targeting and insights-led creative, Huggies saw an overall positive lift in favourability—approximately 4x the average for this metric compared to Pinterest benchmarks.2
Often people turn to Pinterest in search of specific answers. Huggies leaned into this insight and built educational, informative and science-backed Pins, to provide genuinely helpful content to their audience of parents seeking resources and support.
And it worked! Their video completion rate was two-thirds higher than Pinterest benchmarks and boosted trust amongst parents at a joyful, but overwhelming, point in their lives.2
43%
Increase in return on investment, compared to other social platforms1
4x
The average lift for brand favourability2
Educational Pins save—and are saved by— new parents
In this campaign, Huggies was looking to reach more expectant parents and parents with newborns. With Pinterest’s targeting tools, the brand applied an additional layer of audience interests, including children’s fashion, personal finance and DIY crafts. Hundreds of the ad Pins were saved to boards, relating to parenting advice, babies and lifestyle.3
In partnership with Pinterest, Huggies Australia ran a Kantar Brand Lift study to measure the brand favourability shift on the back of their campaign. For an already well known and trusted brand, with 80% audience awareness, increasing brand favourability is no easy feat.1 But with this campaign on Pinterest, Huggies saw an overall positive lift in favourability approximately 4x the average for this metric compared to Pinterest benchmarks.2 At the creative level, the top performing message saw performance as high as 9x.3
Beyond favourability, Huggies also saw a 43% higher ROI on the platform versus the total social ROI for the campaign.1
“
Pinterest exceeded our expectations! Their expertise and use of trends helped us cater content that genuinely supported and engaged with parents—generating significant lifts in brand favourability. An impressive result.”
Lauren Crawley
Head of Media, Digital & eCommerce, Kimberly Clark ANZ
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Ensure consistent branding across all your assets and hero unique product benefits.
Dial up emotions. These Pins were educational, but also spoke directly to the bond between a parent and baby.
Use Pinterest Trends and insights to precisely shape campaign targeting.