To launch Huggies, Pull Ups Explorers we created the Big Kid Game. A social, mobile first, campaign to celebrate Big Kids hitting new milestones. The campaign drove a 26% uplift in sales year on year, growing the brand for the first time in 6 years.
The Big Kid Game lived in social media, driving engagement & participation. Digital stickers were created for parents to add to social posts when celebrating new milestones as well as an actual game they could play at home with their toddlers. Filmmakers shot their kids playing the game in lockdown. This content fuelled a campaign across social media.