Campaign created by GUT São Paulo includes film and social media actions with influencers
Huggies unveiled the world’s first statue of a baby protected by a diaper and displayed it at Villa-Lobos Park in São Paulo. The campaign, created by GUT São Paulo and produced by Hungry Man and A9 Audio, explored the curiosity surrounding the fountains of babies peeing that attract tourists and connected it to the fact that every baby deserves the protection of the brand’s products, reinforcing the positioning “Baby, we’re in this together! More than ever”. The monument was on display on September 21 and 22 for approximately 50 thousand visitors who usually pass by the site on weekends.
The statue was visited by influencers who are partners of Huggies, such as Julio Rocha and Dayellen Pâmela, who are part of the influencer marketing strategy, led by the agency Pros. Other profiles were also part of the campaign, such as the viral pages Memes Brasil and Sapu, in addition to Caco Cardassi and regional influencers Chelle Almeida, Rhânia Julia and Kassia Castro.
“With the activation, we reinforce that our brand goes far beyond its strong and diverse portfolio, as an irreverent brand and partner of families, making its presence felt in unusual places and doing what it already does very well, protecting babies,” says Ronaldo Art, marketing and sustainability director at Kimberly-Clark in Brazil.
