Best Sponsorship or Tie-in Campaign
Best Retail Campaign
Agency: JWT Action
Campaign: You’ve Got a Friend in Mom: Pull-ups/Toy Story 3
Client: Kimberly-Clark
Kimberly-Clark wanted to promote Pull-ups in a category that was shrinking and heavily focused on price. The recession, as well as declining birth rates, contributed to lower share. Also, research showed that moms were reluctant to start potty training. With the launch of Toy Story 3 coming out, KC felt this would make a good tie-in for reaching 4 million moms with children at potty training age (18 to 48 months).
The “You’ve Got a Friend in Me” strategy played off the Toy Story theme song and was used to assure mother and child that Pull-ups would be with them for the entire potty training journey. KC provided tools to help keep them both motivated throughout the transition.
Movie-branded TV spots and free-standing inserts were placed in market. Banner ads, CRM, social media and direct mail also supported the campaign. Kimberly-Clark locked in a sponsorship of the Disney Channel’s Playhouse Disney preschool programming, and co-branded the disney.com/bigkid destination with Toy Story characters and a potty training tracker that allowed visitors to unlock additional rewards, such as printable content and congratulatory phone call from Woody, when they had success.
Branded radio spots were featured on Radio Disney, using talent voiceovers to drive moms and kids to disney.com/bigkid. An eight-page ‘Little Ones’ supplement, along with a four-page piece that included a single-page Toy Story 3 sticker insert, was placed in Family Fun magazine.
In-store, new Toy Story 3 graphics featured collectible stickers. Marketing collateral included in-store TV, at-shelf displays and retailer exclusive potty-training DVDs.
The movie was a big hit and reached its goal of 4 million potty-training moms and toddlers, making this campaign the most successful partnership in Pull-ups history. Outlet dollar share grew by 1.9% over the previous year; trial increased by 3.5%; and May/June shipments were up 5%. Walmart sales were up 12%; Target 11%.
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