On the Road to Independence: HUGGIES Pull-Ups’ UK Bus Tour Captivates Parents and Children
Our objective was to manage the HUGGIES Pull-Ups school bus tour across the UK, focusing on key supermarket locations. The campaign aimed to entertain children and provide informative demonstrations for parents, alongside product sampling and distributing incentives to drive sales at nearby retailers.
Campaign Strategy:
- Interactive Bus Experience: Utilised a fully converted American school bus to create a fun and engaging environment for children, while offering demonstrations for parents.
- Targeted Supermarket Locations: Positioned the bus outside key supermarkets, allowing parents to conveniently purchase HUGGIES Pull-Ups after engaging with the campaign.
- Educational Engagement: Focused on educating parents about the benefits of HUGGIES Pull-Ups and encouraging their transition to “graduate to undies”.
Execution:
- Comprehensive Staffing and Training: Employed a full team of brand ambassadors and event managers, providing pre-activity training to ensure knowledgeable and effective interactions.
- Stock Logistics and Deliveries: Managed stock logistics and deliveries to ensure a steady supply of product samples and incentives at each location.
- Creative and Functional Setup: Equipped the bus with creative play elements for children and practical demonstration areas for parents.
- Detailed Activity Reporting: Compiled comprehensive activity reports from each location to track engagement, effectiveness, and feedback.
Impact:
The HUGGIES Pull-Ups bus tour successfully created a memorable and informative experience for both parents and children. By combining product education with interactive elements, the campaign effectively communicated the advantages of using HUGGIES Pull-Ups. The strategic placement of the bus near key supermarkets facilitated immediate product purchases, significantly boosting sales. The campaign’s unique approach to engaging with families in a playful yet educational manner resonated well, enhancing brand visibility and consumer loyalty.
