Huggies Newborn Zinc Nappies

8,000+
Product Trials

584
Product Reviews

95%
Purchase Intent

Objectives

In a highly competitive baby care market where trust, performance, and peer recommendation are key drivers of purchase, Huggies sought to stand out with the launch of its new Zinc-enriched Newborn Nappies.

Social Soup were engaged to build excitement and consideration for the new product by activating both large-scale parent sampling and high-impact influencer content. The campaign aimed to drive product trial at scale, spark grassroots advocacy, and generate authentic content that would influence new parents at key decision-making moments.

Through a tiered strategy of Networker sampling and macro creator storytelling, the campaign set out to:

• Increase consideration of Huggies Nappies among current and competitor brand users.
• Enable hands-on trial through trusted parent-to-parent product sampling.
• Build awareness and excitement through credible creator content.
• Generate a wealth of reviews, real-world insights, and engaging content that would drive talkability and purchase intent across platforms.

Our Strategy

To amplify the product launch of Huggies Newborn Zinc Nappies, Social Soup implemented a tiered strategy combining large-scale peer advocacy with creator-led content to drive trust, trial, and talkability.

At the heart of the campaign was a powerful grassroots sampling program, activating 1,000 Mum Networkers over two waves (500 in September and 500 in October). These new and existing mums with babies under three months were recruited to trial the product, share it within their parenting circles, and educate others about the innovation behind Zinc-enriched nappies. Through widespread sampling, real-life advocacy, and word-of-mouth referrals, Networkers helped integrate Huggies into hard-to-reach mothers’ groups and build trust during a pivotal parenting stage.

To further engage the community, a Creative Challenge invited Networkers to share their personal experiences using the nappies in daily life, contributing to a growing bank of authentic, relatable user-generated content (UGC).

To complement the offline advocacy, five mid-tier mum creators were briefed during the campaign period to produce high-quality, emotionally resonant content that showcased Huggies Newborn Zinc in real-world parenting moments. Their content highlighted key product benefits across diverse family contexts, broadening campaign reach and deepening emotional connection with the target audience.

The campaign also drove genuine product reviews directly to huggies.com.au. In addition, post-campaign research tracked purchasing behaviour before and after the trial, providing valuable insights into consumer mindset shifts and repurchase intent.