Huggies Operation Smile

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BRIEF
To raise awareness of the new Super-Dry product positioning ‘12 hours of dryness’ with the emotional territory of baby smiling, via PR activity to engage consumers.

RESPONSE
Biss Lancaster launched a nationwide baby smile competition in partnership with Bounty.com, donating money for every entry to Operation Smile - which provides free cleft lip and palette surgery for children around the world.

ACTIVITY
Biss Lancaster took two journalists and three film crew to Operation Smile’s mission in Madagascar to show how the £15,000 raised by Huggies (the equivalent of 150 operations) is used by the charity.

RESULT
18 items of coverage secured including two TV, alongside exclusive partnerships with Prima Baby and Sunday Express S Magazine. Six regional press competitions and three online were used to drive entries and votes. Over 12,000 entries on Bounty.com resulted in £15,000 raised.

Huggies Smile Campaign



	Holly Ward appointed MD London Holly assumes responsibility for the thriving London operation More > Boosting Digital Business Growth Biss Lancaster is ramping up its digital marketing offering by hiring Bill Hunt as Digital & Creative Director More > Global Corporate Sustainability Standard Chartered has hired Biss Lancaster for a wide-ranging international CSR brief More > Corporate reputation research Biss Lancaster has launched a new piece of Global research into the future of the corporate brand. More >


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