Social Media Programs Analysis:

Huggies and Pampers

Content:

1. Overview of the companies2. Huggies’ social media program3. Pampers’ social media program4. Huggies vs Pampers comparison 5. Recommendations

• Founded: 1968 (test market)1978 (introduced)

• Huggies is the brand name of a disposable diaper marketed by Kimberly-Clark.

• Huggies were first test marketed in 1968, then introduced to the public in 1978 to replace the Kimbies brand.

• Founded:1961• Pampers is a brand of baby products marketed

by Procter & Gamble.• Pampers was at one time only used as a name

for a disposable diaper.• Founded by Victor Mills an American chemical

engineer who, while working for the Procter & Gamble Company, revolutionized child care with the invention of the disposable diaper

• 1,052,780 likes 14,920 talking about this• Link to the Facebook page on their website• ‘Mommy answers’ app• ‘Huggies Special Offers’ app• Several international community pages

interlinked through the main one

• 1,052,780 likes 14,920 talking about this • Link to the Facebook page on their website• ‘Add to basket’• Products browsing possibility• ‘Pampers star’ competition app• ‘Game face’ app in partnership with the Winter

Olympics• ‘Pampers rewards’

• 2103 subscribers• Average 500 views per video• “Huggies delivers a special hug”• Jane Buckingham• Cyclical uploads-boom and bust

• 6193 subscribers• Average 2000 views per video• “Tell your story”• “Game Face-winter olympics”140,000+ views

• Joined in July 2009 • 36.3K followers on twitter and 11.4K tweets• Used to offer advice to parents • Have a link to their Facebook page

As well as promoting their

campaigns #hugsdelivered

• Joined in July 2009 • 91.6K Followers and 16.2K tweets • Tweet exclusive deals and news• Have a link to their website

Village

Recommendations

• Prize and voucher giveaways• Join up with other companies • Use Instagram • Huggies can develop their youtube channel

Conclusion

• Pampers have the greater social media presence