Profound Marketing Strategy of Huggies – With STP Analysis & Campaigns

Updated on: Dec 10, 2022
marketing strategy of huggies - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In a previous article, we learned about the detailed Marketing Strategy of Pampers, a leading manufacturing company for baby products. In this blog, we are going to elaborate on the marketing strategy of Huggies  – a leading diaper brand in India.

The objective is to learn and gain insights into Huggies and how it became India’s premium brand.

So, a new normal makes online a huge importance for business and marketing is the rib of every industry. Check out our Free Masterclass on Digital Marketing taught by Karan Shah, the CEO and creator of IIDE, if you’re interested in learning more about marketing.

We will learn the entire marketing strategy of Huggies by the end of this blog. Let’s start with the company’s history, target market, and online presence before delving deeper.

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About Huggies

marketing strategy of huggies - huggies logo

Source – Find Logo Vector

Huggies is an American brand of disposable diapers and baby wipes that are marketed by Kimberly-Clark. Huggies were first marketed in 1968 and then introduced to the general public in 1970. Huggies was founded in 1968 by Kimberly- Clark.

The sort of company is a subsidiary, products which the corporation sells are diapers, training pants, and baby wipes. The aim of the company is to provide our best care for babies by supporting healthy growth and development and helping keep skin dry from hospital to home. 

Kimberly-Clark may be a multinational company, but its headquarter is predicated in America and have branches spread over countries including New Zealand. The precise product will be the focus of this assignment.

Huggies pull-ups are a brand of disposable training pants made under the Huggies brand of baby products. It’s designed for boys and girls. The merchandise slogan is I’m a big kid now!

Huggies $ million gift to the united way worldwide covid-19 Community Responses and Recovery Fund will support financial and social services for the foremost Vulnerable U.S.> Population.

Huggies also announced a partnership with NGO”s hand to carry, to supply online peer support groups to NICU caregivers who have vital connections and resources to cope with new stresses related to COVID-19, in addition to caring for a premature or medically fragile body.

Quick Stats 

CEO Thomas j. Falk
CMO Giusy Buonfantino
Area Served More that 150 countries
Industry Subsidiary brand of baby diapers
Market Revenue $15.0M – $25.0M
Vision To ensure all babies get the care they need to thrie
Tagline ‘We got you, baby’


Marketing Strategy of Huggies –

Huggies has updated its marketing strategy from time to time which has enabled them to get unique selling points. Here are some marketing tricks employed by Huggies to reach out to wide consumers.

Segmentation, Targeting and Positioning 

Segmentation – Huggies segments its market in pregnant women, New parents and Hospitals. It struck a contract with numerous hospitals and began offering products at prices below the going rate. As the diapers were provided by hospitals, this aided in raising awareness and fostering a sense of trust.

Targeting – Huggies targets parents of children who are ages of 2 to 4 years of age.

Positioning – Huggies brands all parents and targets parents who are interested in medium cost with high-quality nappies for their babies. Huggies Represent the concern for caring for babies as the brand image that Huggies is caring for from the pregnancy period of mothers to newborns, infants, crawlers, toddlers, and walkers until junior. Huggies offers different sizes of nappies and baby wipes.

Marketing Campaigns

1. #NoBabyUnhugged Campaign

marketing strategy of huggies - no baby unhugged marketing campaign

The majority of mothers relied on the diapers that their birthing hospitals used, and Pampers owned all of the hospital contracts in Canada. Huggies accepted the challenge to alter the behaviour of third-trimester mothers by persuading them to embrace and select Huggies even before they arrived at the hospital.

In order to educate moms about the benefits of skin-to-skin hugs for their newborns and to assist place, volunteer huggers, in neonatal intensive care units at hospitals for babies in need of hugs, they developed No Baby Unhugged, the world’s first brand-led programme.

Huggies Newborn Diaper sales climbed by over 30% in 2016. Their web advertising had click-through rates that were 12 times greater than industry averages. In Canada, there are already 3 No Baby Unhugged hospitals, and a fourth is on the way. Additionally, 16 nations throughout the world, including the United States, have adopted this initiative.

2. #MomsNeedHugsToo Campaign

marketing strategy of huggies - moms need hugs too marketing campaign

On Mother’s Day, a day when the world traditionally honours mothers for their strength and power, Huggies wanted to gently nudge society in a different direction.

Thus, the concept for starting the #MomsNeedHugsToo campaign to encourage society to support the mother, the ultimate caregiver, was born.

The main feature tells the tale of a father who sings a lullaby, but there’s a surprise twist in the end.

The business also produced endearing online lessons on “how to burp a baby” and “change diapers” for new parents by a new dad to further elaborate on this concept.

3. Sahi Wali Feeling Campaign

Marketing strategy of huggies - sahi wali feeling marketing campaign

The new Huggies campaign, #SahiWaliFeeling, honours mothers.

Huggies has started a new campaign called #SahiWaliFeeling in an effort to support new mothers in their puzzling journey into motherhood.

Given that mothers are continuously struggling to provide their children with the ideal upbringing, the business promotes the idea that #MomWaliFeeling hai #SahiWaliFeeling is an effort to highlight the strength of a mother’s intuition. TVCs were used to begin the campaign.

Huggies Wonder Pants keep the baby’s skin dry and pleasant overnight thanks to its bubble-bed technology and absorption lasting up to 12 hours.

Social Media Marketing 

  • Instagram – 147K
  • Facebook – 6.3M
  • LinkedIn – 3K
  • Twitter – 118.5K 
  • Youtube – 39.3K

Huggies has the maximum number of followers on Facebook. They post informational and promotional content on their handles. They post many facts, myths and tricks about babies. 

SEO Strategies 

marketing strategy of huggies - ubersuggest seo screenshot

Source – UberSuggest 

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that Huggies has 60K+ organic keywords and it’s considered amazing.

Also, the traffic per month of around 20K+ is known as amazing and Huggies has 283K+ monthly visits which are impressive. 

Influencer Marketing 

Huggies intensifies its use of influencer marketing to generate discussion about diaper quality. The replacement campaign for Huggies Thin & Soft, the company’s most recent diaper product, will be launched in Vietnam thanks to a partnership between INCA, GroupM’s brand-safe influencer and content marketing arm, and the diaper brand Huggies.

In India, Kajol represents Huggies as its brand spokesperson. This aids them in establishing and gaining the Indian Audience’s trust.

E-Commerce Strategies

Huggies has also considered e-commerce in its marketing strategy. As online shopping is at its peak in today’s world, Huggies has used it for the convenience of their customers. Huggies has a Buy Now option available on its official website through which you can buy its products online.

Mobile Apps

Huggies has a mobile app “The Huggies Reward” which allows users to earn points from product purchases by uploading a photo of their receipt or by linking a store loyalty card to their account. This app has 3+ ratings and 1L+ downloads on the google play store. This app is not available in India.

Content Marketing 

The content marketing of Huggies is very interesting. Along with the informational content on its social media handles. Huggies has a MOM’S CORNER on its website in which they post blogs about pregnancy, New Borns, Active Baby and some videos which work as a guide for pregnant women and new moms.

This brings us to the end of the marketing strategy of Huggies.

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What’s unique about the marketing strategy of Huggies?

The marketing strategy of Huggies shows that Huggies is gaining love and support from everywhere around the globe. Huggies may be a  globally recognized brand and is well-loved by parents. They have grown their brand recognition over the years and are recognised as industry leaders in the diapers market.

Huggies has continued to style hygienic diapers for babies and adult products with zeal and success. They have become well-known because of their innovative development methods and standout designs. Huggies’ marketing strategy is sweet and helps the company to earn profits.

Some of the Highlights of the brand and marketing Strategy of Huggies are – 

  • Building an emotional connection
  • Widespread distribution
  • Strong Research and Development 
  • Leading Brand within the market 
  • Continuous High Rank within the Brand
  •  Powerful & Aggressive Marketing Strategy 
  • Strong Brand Recall Value
  •  Continuous Online Presence
  • High-Quality Products

Who can resist those adorable baby pictures and videos? But making the foremost out of your social media presence is not just about getting a load of ‘awww’s. If you aren’t convinced, take a glance at how Huggies carefully plans and skillfully executes its social media strategy.

Learning about the expanding sector of digital marketing is essential given its growing relevance. If you’d like to learn more and develop skills,  take a look at  IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of Huggies has given you an honest insight into the company’s marketing strategies.

If you want such an in-depth analysis of companies just like the marketing strategy of Huggies., take a look at our IIDE Knowledge portal for more fascinating case studies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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