Success stories
Huggies Baby Wipes.
The brief
Humanz worked with Huggies to promote their #TiniestFootprtint initiative and inspired a conversation around the importance of a plastic-free society.
Through creative storytelling and strategic parent partnerships, we sparked meaningful dialogue about sustainability while achieving exceptional engagement rates.
No of influencers used
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Target audience:
Parents with young children under 2 years of age.
No of influencers used
0
Pieces of content created:
0
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Channels used:
Target audience:
Parents with young children under 2 years of age.
The role of influencers
We reimagined the popular trend of mat milestone photos, where parents photograph their babies lying next to numbered cards to track monthly growth, into powerful statements about environmental impact. Through these creative touchpoints, creators crafted content that:
- Captured their adorable babies lying on milestone mats
- Highlighted their child’s age alongside environmental impact
- Showcased the number of plastic straws saved through Huggies wipes
- Created engaging narratives about sustainable parenting
- Inspired eco-conscious purchasing decisions
The selection criteria
We partnered with parent creators across South Africa who shared a passion for both parenting and environmental sustainability. Our selection focused on creators who demonstrated:
- Strong storytelling abilities and content creation skills
- Authentic engagement with parenting communities
- Alignment with Huggies’ target demographic
- A passion for environmental sustainability
- Regular sharing of baby milestone content
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Engagements
Engagements Goal
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Engagements Achieved
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Impressions
Impressions Goal
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Impressions Achieved
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Wrap-up
The campaign transformed familiar baby milestone photos into powerful environmental messages for parents. This combination of a unique and in-depth creative strategy paired with the ideal mix of creators resulted in campaign results far exceeding the industry benchmarks. It also helped shift consumer mindsets toward a more sustainable, plastic-free future.
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