Kimberly-Clark Creative Concept Testing

The Challenge

In April 2015 improved Huggies® Pull-Ups® Potty Training Pants were launched by Kimberly-Clark, the consumer goods company. A marketing campaign including digital advertising and in-store aisle barkers accompanied the launch. LJ Research was commissioned to examine which messages, straplines, designs and visuals most effectively articulate and promote the new product in digital and in-store environments.

What we did

In March 2015 LJ Research surveyed 400 UK-based mothers with toddlers. An online survey using Visitrac was chosen as there was a requirement to collect quantitative and qualitative data. The questionnaire evaluated a range of designs, straplines and digital advertising banners.

The outcome

Working closely with the client we delivered a questionnaire that covered all aspects that evidence was required for. We exceeded the target sample working to tight deadlines and a short lead time. Our findings were brought together in a succinct summary report which included actionable advice as to the creative designs and marketing activities that should be followed.