The 'Baby Moviestar' viral, created by Manchester digital agency Code Computerlove (www.codecomputerlove.com), has been designed to extend the brand's reach and interaction with parents, and to promote a competition to find the face of Huggies Super-Dry. By simply clicking through to www.huggiesclub.com/uk/moviestar consumers can upload a picture of their 'little darlings' so that they can star in a western, sci-fi or fantasy movie. They can further personalise the movie with their child's name, favourite toy, most hated vegetable and name the movie. Once parents have viewed the movie, the site encourages them to email it to a friend or enter the competition, which is being run on Bounty.com. The competition winner will feature in a Huggies advert and receive a year's supply of nappies. Huggies will donate 10p for every entry into the competition to Operation Smile, which provides free cleft lip and palate surgery. Paul Finch, brand manager for Huggies Super-Dry and Wipes, said: "This is the first time we've used a viral for the Huggies brand but think it is a fantastic and cost-effective way to extend our reach to parents and parents to be. While enabling consumers to interact with the brand in an entertaining and relevant way, the moviestar viral isn't overly branded which will result in Mums being much more likely to pass the viral on. "The viral continues our theme of the Huggies Club to encourage interaction and knowledge share between parents and to develop an online community. We hope to create a significant number of recruits with whom Huggies can communicate regularly." The new viral campaign is part of Code's ongoing work with Kimberly-Clark's European operation. Code created Huggies' extremely successful Huggies Club website (www.huggiesclub.com) six years ago, which has since become a key communications tool between Kimberly-Clark, parents to be and new parents. Code works across the Kimberly-Clark Corporation's other European consumer brands including Little Swimmers, Dry Nites, Pull Ups, Kotex and Depend. Code handles the design and build of Kimberly-Clark UK and European brand websites, microsites, email marketing and banner advertising. The agency also works Kimberly-Clark Professional and most recently handled a digital campaign for its Contaminomix range.
