Case study

Huggies used Amazon’s full-funnel advertising capabilities to drive and measure holistic brand impact

Huggies products

Huggies is one of the top three baby diaper category players, as well as one of the top three diaper brands preferred by consumers in India.1 To reverse a declining trend in the share of new customers, the brand worked with the Amazon Ads team to develop a robust full-funnel strategy.

From September to December 2021, the campaign on Amazon DSP ran for 12 weeks and delivered 90 million impressions with a reach of 25 million impressions. The video completion rates for the campaign were on par with category benchmarks at 80%, while the cost per video completion was 20% better than the category benchmarks. For static creatives, the click-through rate was 0.43%, on par with category benchmarks. The brand also witnessed an increase of 2.65% in branded searches for “Huggies”.2

“Amazon has been a great support in our journey as we build our brand. For us, it’s always been about building plans that help us drive sustainable growth for our brands and to enable activation across all parts of the funnel on Amazon. We have seen great results from these collaborations and initiatives. We look forward to continuing to strengthen this relationship with Amazon.”

– Saakshi Verma Menon, Chief Marketing Officer, India, Kimberly-Clark

Watch the video below and see how Huggies increased their campaign benchmarks:

1 Basis Penetration data by Kantar Baby Household Panel (India), 2021
2 Advertiser-provided data, India, 2021