Kimberly-Clark has a new relationship Web site that’s designed to get its Huggies brand name in front of expectant mothers long before they have to make their first diaper purchase.
The Huggies Baby Network, which went live on the Internet May 20, is the primary tactic in a $7 million campaign to raise visibility of the No. 2 disposable diaper brand in the United States. The site aims to earn the trust of pregnant moms prior to purchase by offering them expert advice, content from other birth- and baby-related sites, and interactive tools.
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