There are thousands of inventive parents across the country that come up with great ideas every day. For them, these moments are born out of necessity. They are created to enhance life with their little ones.
Inspired by motherly ingenuity, Kimberly-Clark conceptualized the Huggies® MomInspired™ Grant Program — an exciting new campaign launched earlier this spring that celebrates inventive parents. Calling on entrepreneurial moms to submit original product ideas designed to help make life easier for parents, MomInspired™ gives moms a chance to receive the seed capital they need to help transform those viable ideas into successful new businesses as well as further their existing startup companies.
Kimberly-Clark turned to Wunderman New York and its sister agency Designkitchen to create a meaningful resource for these grant applicants in the place they seek out mom wisdom the most: the web. Tasked with the development of all interactive portions of the program, Designkitchen led the charge with a thorough examination of “mompreneurs” in the digital landscape. Armed with this primary and secondary information about moms’ behaviors online, Designkitchen became a trusted partner for Kimberly-Clark and weighed in on every detail of program development, both online and off.
Online, Designkitchen was responsible for the design and build of the Huggies® MomInspired™ web site — a fun, flash animated experience that inspires the imagination and evokes hope for business-minded moms. In addition to the grant application form itself, the digital presence provides the business resources and community support moms need to take the next entrepreneurial step. Heavily driven by social and digital conversation, the program also utilized the Huggies® Brand Facebook presence and seeded Twitter posts to encourage participation and extend reach.
In August 2010 the Huggies® Brand saw its first grant application round come to a successful end. Honoring 12 inspired moms with individual grants of $15,000 each, Huggies® Brand sees this investment in mom entrepreneurs as a new way to capture, support and potentially bring to market real-world solutions for a myriad of challenges parents have. Recently honored by Consumer Good Technology magazine with an Outstanding Achievement Award, Kimberly-Clark plans to launch the second submission period in early 2011 and anticipates introducing the program beyond the United States.
Designkitchen’s strategic insight, breadth of knowledge and meticulously crafted digital experience has helped take the Huggies® Brand relationship with its core consumer — moms — to a new level of engagement through specifically targeted marketing solutions that inspire confidence and promote engagement within this viable demographic.
https://huggiesmominspired.com/
