Client: Huggies DryNites
‘Educate & Empower’ influencer & UGC campaign
48k
click conversions
34.4k
social engagements
9.2m
social impressions
At the beginning of 2024, Huggies DryNites had big goals. With new clinical claims — "Up to 100% leak-free" and "Clinically proven for a better night's sleep" — they wanted to position themselves as the go-to solution for night time accidents.
To complement their upcoming ATL campaign - and drive conversions on social media - they needed to venture into influencer marketing for the first time. That’s where we came in — helping them connect with parents in a fresh and meaningful way across TikTok and Instagram.
The brand planned three peaks for their campaign across the year, starting with raising brand awareness, moving into promoting a sampling campaign and wrapping up with driving sales conversions.
So we aligned, and crafted a influencer marketing strategy that spanned the entire funnel…
Educate and Empower: building awareness
The subject of nighttime accidents is perceived as taboo, but it shouldn’t be. Being open with your child about bed wetting creates a positive and supportive environment, which is more conducive to growing out of it.
Our approach was to use influencers to help normalise conversations online around bedwetting. We tasked them to empower their audiences by creating authentic content that encouraged engagement within the parenting community. With the desire this would further incentivise more parents to speak up about their own experience.
We enlisted three mum-fluencers who had a presence on TikTok.
Results (Across Instagram & TikTok)
9.8k overall engagement
843,684 overall impressions
New Sampling Promotion: Driving active audience engagement
To capture market share from competitors, the brand launched a sampling campaign to encourage parents to sign up for free samples.
Our content brief was designed to show parents how simple it was to sign up online and get a free sample of DryNites in the post.
We resigned the best performing partner from peak 1 and sourced an additional two mum-fluencers to test out.
We agreed with all of them that Huggies DryNites would be able to repurpose – and amplify the content from their own profiles for a month-long period amongst brand loyalists.
Influencers
Results (Across Instagram & TikTok)
41.3k overall website clicks
Integrated strategy with UGC creators: Maximising reach
For the final push, we amplified Huggies' key messaging through UGC content. Working with two top mum-fluencers and six UGC creators, we scripted compelling narratives to communicate the brand's clinical claims and track engagement performance.
We determined that by producing a larger bank of content than we had before, it would allow Huggies DryNites to maximise the audience reach with their clinical claims.
3.6m overall impressions
UGC
Results (Across TikTok)
13.7k overall engagement
4.8m overall impressions
Not sure what a UGC creator is? Read our blog here.
The key to our success: Testing and Learning
With every campaign we closely monitored success, so we could tailor each new strategy to help us smash those all-important results.
It meant we could learn and iterate on successes, and create meaningful, ongoing relationships with influencers who were the perfect fit for the brand This fresh approach introduced DryNites to a wider parent audience, making them a trusted name in their homes.
Interested in how influencer marketing can transform your brand?
hello@wearebottle.com