We asked comedians Ardal O’Hanlon (Father Ted, My Hero), Lucy Porter (Have I Got News for You) and Kerry Godliman (Michael McIntyre’s Comedy Roadshow) to write original comic material about the realities of pregnancy and parenting and to present it at an exclusive stand up gig in London.The event brought to life Huggies new brand idea, which is about celebrating the realities of parenthood through humour. Many baby brands portray parenting in an idealized way. Huggies want to recognize and celebrate what it’s really like to be a mum or dad to a baby or as we call it ‘love the beautiful chaos’ of parenting. Our aim was to seed the filmed content online and encourage mums-to-be and new parents to share it widely, establishing Huggies as a brand that really understands mum’s real world.We filmed the event and created 3-5 minute clips that we called “bundles”. These clips were hosted on Huggies Club website where users could sign up for free for coupons, exclusive competitions and other updates after watching the clips and also share the clips with friends and discuss their own stories. The clips were also distributed online on the brand’s YouTube channel as well as on Facebook and were supported by online banners.

Our solution was to use insight-based humour to show that, unlike other nappy brands, HUGGIES understand the realities of parenthood. We asked top UK comedians with children to write exclusive stand up comedy about the realities of pregnancy and parenting and perform it at special HUGGIES Little bundle of laughs comedy events. The events were publicised and tickets were sold online.

Footage of the events was cut into short clips that were gradually released on the HUGGIES website, YouTube channel and Facebook page. The clips drove parents to special offers on HUGGIES products. Interactive banners drove parents to the clips.

Our task was to drive audience to HuggiesClub website where they can view clips from the event and sign-up for product trial mechanics. The results below are for the period from Sept 2010 to Feb 2011.Comedy section:- 23 videos were played 31,662 times in total, and 833 ‘Likes’ were marked.- Page views: 107,040 (% of Site Total: 4.79%)- Unique Page views: 92,863 (% of Site Total: 6.11%)- Avg. Time on Page: 00:01:25 (Site Avg:00:00:58 (45.32% higher on comedy)