Huggies Gets Moms to Drive Offers and Sales Through the Sales Funnel on Facebook and Twitter
Huggies, owned by Kimberly-Clark, ran a promotion in the spring offered via email, its Facebook page and its website. It gave consumers $1.50 off any package of diapers. Those interested in redeeming the offer had three choices: 1) print out the coupon and use it, 2) refer three friends or 3) click a button to share the offer on social networking sites. If a consumer opted for one of the latter two options, they would receive a $3 coupon. According to the company, the program, which had the help of SocialTwist, boasted a 56 percent click-through rate and 55 percent email open rate, which drove 630,000 visitors to Huggies’ website and reached 3.5 million relevant consumers. Social referrals amplified the campaign’s reach by about 700 percent, according to Kimberly-Clark.
Maybe the real “magic” of this campaign was that Kimberly-Clark was able to track every single consumer who claimed the offer. Vijay Sundaram, head of marketing and sales for SocialTwist, notes that no matter how a offer-taker got to its microsite for the promotion, they knew who they were, who referred them and whom they referred. Visitors who wanted to claim the offer had to give their names and email addresses, which gave Kimberly-Clark the ability to rank their levels of influence by their referrals. “Social media gives brands a way to reach out to and hear from consumers, but brands don’t own the channel, so they don’t know who the consumers are. This is a way to find out who your most influential consumers are,” Sundaram says. (Direct Marketing News, PR Newswire)
