Kimberly Clark launch mobile campaign with pottyprint.mobi

Kimberly-Clark launched a mobile campaign for its Huggies Pull-Ups training pants brand that is designed to help mothers potty train their kids.
Pull-Ups created a program where moms are able to text in from a call-to-action on-pack to order the potty training kits. Using their mobile phones, moms can arrange for Cinderella or a Cars character to call their phone at a designated day and time.
“The Pull-Ups brand is about big kid success and we are helping the moms and children succeed in the potty-training process,” said Geoff Golub, shopping marketing manager for the Pull-Ups brand at Kimberly-Clark, Dallas. “Mobile allows us to communicate with mom right at the shelf.
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The mobile Web site for the campaign is pottyprint.mobi.
An insert arrives in the mail along with the Potty Print Kit and drives moms online to schedule a call.
Pull-Ups chose mobile for this particular promotion because it provides instant access to consumers and develops a one-to-one communication for the brand.
This is Pull-Ups’ first mobile marketing effort.
“We are still learning our way through this,” Mr. Golub said. “We also see the campaign as way to learn how moms interact with the brand.”

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