Kimberly-Clark, in partnership with Cartology, has launched Australia’s first touch and feel point of sale baby aisle campaign to support the new Huggies Pure and Sensitive nappies. The innovative use of Retail Media brings the product’s key benefit to life, inviting customers to physically interact with the brand at a critical moment in their shop.
The campaign featured a unique “touch-and-feel” aisle fin with a tactile cloud cutout, allowing customers to feel the softness of the new nappies, which are designed specifically for sensitive skin. Recognizing that 87 per cent of nappy purchases are pre-planned, the in-store experience is complemented by a targeted pre-store EDM loyalty offer, ensuring Huggies Pure & Sensitive is top of mind before shoppers even begin their journey. The full-funnel approach, which included FOS screens and other online assets, saw brand creative emphasize the premium features and benefits of the new range.
The campaign has delivered exceptional results, with key metrics demonstrating the power of this immersive strategy. The activation saw a 20 per cent customer uplift and a 25.5 per cent units uplift versus the prior period, as well as a 13 per cent sales uplift and an impressive 11.7M online impressions.
Cartology’s general manager, commercial and strategic solutions, Everyday Needs, Robbie Lawson said: ” This campaign is a fantastic example of strategic partnerships, customer insight and innovation coming together. By working closely with Kimberly-Clark, we were able to create a unique omnichannel experience that connects with customers, not just through media, but through a meaningful in-store interaction. This is what truly effective, omnichannel Retail Media looks like, and we’re thrilled with the results.”
Head of shopper experience at Kimberly-Clark, Rebecca Morley said: “Our commitment to innovation goes beyond just the product; it’s about how we connect with parents and raise awareness for a solution that genuinely addresses a need for sensitive skin. This campaign gave us a powerful way to test and learn with a new format that puts our product at the very center of the customer experience, and the success of the tactile aisle fin proves that great ideas, combined with strong partnerships, resonate.”
The announcement follows the launch of Cartology’s new in-store screen network, delivering over 14 million customer impressions weekly.
