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Case Study - Huggies

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Kriti Kakar

Huggies, a leading baby care brand, provides valuable content on its website about pregnancy, birth, and early parenthood. To help more parents find this content, Huggies uses Outbrain's content discovery platform to recommend Huggies content on other sites. This led to a significant increase in traffic to Huggies' site, with more new audiences and higher engagement, in a cost-efficient manner compared to search marketing. As a result, Huggies and Outbrain have expanded their collaboration to other product categories.

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| CASE STUDY OUTBRAIN.COM | INFOASIA@OUTBRAIN.COM | +65-6225-4695 Marketing in a digital world means meeting your consumers where it is most natural for them while providing real value, as opposed to pushing a one- sided marketing message. During pregnancy and birth stages our consumers are eager for information, and Huggies, as a leading baby care brand in Israel, is committed to providing them value through high- quality and relevant content. Following the successful cooperation of Huggies and Outbrain it is only natural that we expand our collaboration to other categories in the company. - TAL SCHMIDT, DIGITAL MARKETING MANAGER, HOGLA-KIMBERLY Huggies, a leading baby care brand by Kimberly-Clark, has a rich website with content on a wide var- ietyoftopicsrelatedto pregnancy, birth and early days of parent- hood. The site provides parents with valuable content on important issues related to their babies, delivering value to the consumers while strengthening perceptions of the Huggies brand. Tohelpitstargetaudiencefindmoreofthiscontent,Huggiesuses Outbrain’s content discovery platform, which powers content recommendationsacrossaglobalnetworkofpremiumpublishers. By recommending Huggies content alongside editorial, and defining it as a content that might interest the reader, large and relevant audiences are exposed to interesting information on Huggies site. Since Outbrain refers traffic from high-quality content sources and anaudiencewhoishighlyengagedwiththiscontent,Huggies enjoyed the benefits of high click-through rates and a high level of engagement with its content. The Results Traffic – Significant increase in traffic to Huggies site, with 20 times more visits compared to Search Brand Awareness – New audiences are exposed to Huggies content through Outbrain, 15% more than through Search Engagement – High brand engagement, with 10% more pages per visit, 22% more time spent on site, and 15% less bounce rate compared to Search Price-Efficiency – Highly effective content amplification in relation to price-traffic ratio Huggies Engages The Most Relevant Audience Using Outbrain When Should My Baby Start Walking? (Huggies)

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Case Study - Huggies

  • 1. | CASE STUDY OUTBRAIN.COM | INFOASIA@OUTBRAIN.COM | +65-6225-4695 Marketing in a digital world means meeting your consumers where it is most natural for them while providing real value, as opposed to pushing a one- sided marketing message. During pregnancy and birth stages our consumers are eager for information, and Huggies, as a leading baby care brand in Israel, is committed to providing them value through high- quality and relevant content. Following the successful cooperation of Huggies and Outbrain it is only natural that we expand our collaboration to other categories in the company. - TAL SCHMIDT, DIGITAL MARKETING MANAGER, HOGLA-KIMBERLY Huggies, a leading baby care brand by Kimberly-Clark, has a rich website with content on a wide var- ietyoftopicsrelatedto pregnancy, birth and early days of parent- hood. The site provides parents with valuable content on important issues related to their babies, delivering value to the consumers while strengthening perceptions of the Huggies brand. Tohelpitstargetaudiencefindmoreofthiscontent,Huggiesuses Outbrain’s content discovery platform, which powers content recommendationsacrossaglobalnetworkofpremiumpublishers. By recommending Huggies content alongside editorial, and defining it as a content that might interest the reader, large and relevant audiences are exposed to interesting information on Huggies site. Since Outbrain refers traffic from high-quality content sources and anaudiencewhoishighlyengagedwiththiscontent,Huggies enjoyed the benefits of high click-through rates and a high level of engagement with its content. The Results Traffic – Significant increase in traffic to Huggies site, with 20 times more visits compared to Search Brand Awareness – New audiences are exposed to Huggies content through Outbrain, 15% more than through Search Engagement – High brand engagement, with 10% more pages per visit, 22% more time spent on site, and 15% less bounce rate compared to Search Price-Efficiency – Highly effective content amplification in relation to price-traffic ratio Huggies Engages The Most Relevant Audience Using Outbrain When Should My Baby Start Walking? (Huggies)