Huggies® Pull Ups® embraces its first ever performance lead generation campaign aimed at acquiring new customers and growing brand awareness
London, 14th August 2012 – affilinet, the specialist performance marketing company, today announced that Huggies® Pull Ups® is using its network to maximise the impact of parent company Kimberly-Clark’s first ever performance lead generation campaign. The campaign, part of wider promotion that is being spearheaded by Mindshare, is specifically aimed at positioning Huggies® Pull Ups® as the lead brand for potty training education.
Working with publishers that include MagicFreebies, Freemax and WRM, lead generation activity is primarily focused on email and integrated offers with partner sites. The goal is to motivate parents to sign up to a Potty Training Camp Pack at www.pottytraining.co.uk, which includes advice and fun accessories such as a progress chart, door hanger and coupons. affilinet has been targeted with generating 12,000 double opt-in leads. The campaign, which is due to run until at least October, provides Huggies® Pull Ups® with the ability to build a highly relevant and active community with which to carry out a targeted six week communication programme.
“Potty training can be a stressful time for parents and children alike. Having help, support and guidance during this time is critical. At Huggies® Pull Ups® we’ve pulled together expert articles, videos and advice from across the board aimed at helping parents answer questions they, or their children, may have. To promote the Potty Training Camp, we’ve looked to diversify and incorporate new channels into our marketing activity to help create a dynamic go-to forum. So far we’re very pleased with the results of the lead generation campaign. It’s driving good value for money and a good conversion rate, which can only contribute positively to the campaign’s overarching goal,” said Sarah Gamble, brand manager, Huggies® Pull Ups®.
“A key objective of the Huggies® Pull Ups® campaign is to inspire action amongst parents and get them interacting with the brand. We know that performance marketing is much more effective at both targeting highly relevant individuals and inspiring them to sign up, as opposed to display marketing, which was why we proposed this element of the campaign,” said Richard Lane, affiliate director, Mindshare.
“Lead generation is exceptionally effective in terms of exposure and return on investment it delivers. The campaign is very targeted in order to ensure that the people signing up to the Potty Training Camp Pack are highly relevant and therefore will engage with the Huggies® Pull Ups® brand and make the most of the information available as they potty train their toddlers,” said Gary Bicker, managing director, affilinet UK.
For more information, please contact:
Marketing Manager, affilinet
020 7067 2488
Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C's brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 140-year history of innovation, visit www.kimberly-clark.com.
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.
Founded in 1997, affilinet is one of the most established affiliate networks in Europe, offering unrivalled experience, knowledge and heritage in the marketplace. With presence in 7 countries across Europe, affilinet have over 2,000 affiliate programs on the network.
affilinet focuses on generating ROI for its clients utilising the affiliate channel to drive sales and leads for brands from a broad range of industries including travel, retail, finance, telecommunications, not-for-profit, FMCG and automotive. Clients include Toyota, Thomas Cook Group, Zalando, eBay, Telekom, Groupon, Debenhams, Landrover, Virgin Atlantic, Toys"R"Us, Guess and KLM.
affilinet and sister company Sedo are owned by Sedo Holding, formerly known as AdLINK Group.
Published on: 10:08AM on 14th August 2012