We wanted mother's to believe that by using Pure & Natural diapers, they were providing the best care. Building off our insight, we developed the concept of "Overzealous Moms." Most mothers want to provide the best care for their babies, but these mothers may have gone a bit too far. We developed surprising visuals that invited moms to laugh at themselves. These are babies whose mothers have been a bit overzealous in their efforts to provide the best.The campaign launched with banners supported by print ads. Banners were a perfect way to communicate with this target since they spend much time gathering information at this stage in motherhood and most of this is done online.

The striking images caught mom's attention and invited her to engage with our banners. There was a demo highlighting the unique qualities of the diaper and tips to expand on the idea of gentle care.

The 2010 Kimberly-Clark Huggies Pure & Natural online display advertisement delivered tremendous overall performance.The rich media banners generated 1,808,378 interactions on 20,004,178 impressions. The interaction rate of 9.04% is 39% higher than the Kimberley-Clark interaction rate benchmark of 6.51%. The observed interaction rate on the 300 X 250 creative units was even higher, at 9.62% (48% above benchmark.) Consumers interacted with the rich media ad on average for 10.19 seconds. The 160 X 660 creative unit delivered an even higher average interaction time of 11.92 seconds. Overall, the Huggies Pure & Natural display advertisement exceeded client expectations.