In order to raise visibility for Huggies and drive donations to the National Diaper Bank, a pillar of Kimberly-Clark’s social giving initiatives, Acorn contracted parent influencers to create authentic, relatable content that inspired purchase of Huggies and wipes at Sam’s Club for a great cause.
This 4-week campaign which leverages influencer content to amplify the initiative nationwide, also had a regional component — promoting a local Northwest Arkansas diaper drive event with the Diaper Collective. The event was attended and promoted by popular Arkansas Razorback football player and father, Rocket Sanders whose Twitter support had viral reach organically.
Instagram and Facebook
Product Page @ Sam's Club