Kimberly-Clark has launched a new loyalty program for its Huggies brand for the millennial mom.
The program, Enjoy the Ride Rewards, let’s people who purchase Huggies’ products earn rewards and win instant prizes when they sign up.
A promotion about the new program mailed with close to 10 million direct mail pieces in April and May as part of the brands regular communications with its moms. Codes on the mailers can be entered online to earn points. Codes also appear in magazine ads and online.
The Huggies brand has run loyalty reward programs in the past, typically based on purchases. This program moves into the social realm with a focus on relationships, including a viral component that lets members earn more rewards by referring friends, watching videos, providing opinions, or sharing ideas within the program’s Web site.
“We want moms to be interacting with our brands as much as they can. They gain valuable information and offers and we can learn from their opinions,” said Tim Abate, the senior brand manager for Huggies. The program is “one of the tools that lets us establish a deeper relationship with moms than we’ve had before.”
An incentive to boost interest during the launch offers a year’s supply of Huggies’ diapers every day for the next year to winners. The program is also being promoted in TV and print ads and online.
Huggies direct mail program is customized based on babies’ age and lifestage. Enjoy the Ride Rewards will be a part of upcoming mailings and other promotions.
“As mom progresses and her child starts to grow up she looks for different messages,” Abate said.
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