Huggies.
The World’s First Baby Marathon.
Four ridiculously cute babies, on a mission.
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Huggies is one of the leading diaper brands in South Africa, and the brief was simple: How do we show that Huggies is tough, long-lasting and keeps your baby happy and clean?
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A study showed that babies walk an average of 3.4km a day, which is a lot of work for a diaper to keep up with. In only a few days, babies cover almost as much as a half marathon adult race.
Working as part of the agency managing Huggies’ social media, I collaborated closely with Ogilvy South Africa, the creative agency behind the Baby Marathon concept. Our role was to bring their film and campaign to life on social media, translating their vision into engaging content tailored for digital audiences. From strategy to execution, we ensured the campaign resonated with Huggies’ online community and amplified its creative impact across platforms.
What We Did on Social
Over the six-week campaign, we kept the conversation vibrant and engaging by creating one piece of social media content daily, aligned with audience behavior and preferences. From meme-like posts designed to drive shareability to gamified voting and interactive content, we ensured followers had something fresh and exciting to interact with every day. Additionally, we expanded the campaign’s reach with interactive banner ads and snappy 5-second YouTube ads, amplifying engagement across platforms. This dynamic approach kept the Baby Marathon top-of-mind and sustained audience interest throughout the campaign’s duration.
My role in this project was predominantly on social media:
Digital creative strategy
Video editing
Animated digital content
Roll out of all social elements for Facebook, Twitter & Instagram (including using all social ad units and social planning)