Pulse wins Huggies consumer PR project

Kimberly-Clark has appointed Pulse Communications to handle consumer public relations for its Huggies MumInspired grant program.

The announcement:

Sydney, March 29, 2011: Pulse Communications, the consumer arm of Ogilvy PR in Australia, has been appointed by Kimberly-Clark to launch the Huggies® MumInspired® Grant Program.

In its first project for the brand, Pulse is managing the public relations, ambassador appointments and social media elements of the program, which helps innovative mums turn their child-related business ideas into a reality by rewarding five applicants with $20,000 grants.

Pulse Communications Managing Director, Matt Buchanan said that the Huggies MumInspired Grant Program is a fantastic initiative the agency is proud to help launch.

“This program truly demonstrates that the Huggies brand is all about supporting mums,” said Buchanan.

“We’ve learned that motherhood not only brings out a new set of needs for mums but also a new wave of business ideas that evolve from their first hand experience of caring for their bubs.

“Our key objective is to ensure Huggies becomes a destination for these ideas as well as the place where mums can receive the support needed to bring them to life.”

The PR strategy was created from insights gleaned from a recent Huggies survey1 investigating the level of interest in mothers starting their own businesses after having children. It also looked at the barriers preventing
their development.

“The survey offered many valuable insights that we’ll be using in rolling out the PR activities and initiatives during the next few months,” said Buchanan.

The campaign ambassadors are children’s television personality and entrepreneur Justine Clarke and the founder of Carman’s Fine Foods Carolyn Creswell.

The campaign launched nationally with grant submissions open to all Australian mothers until May 1 at www.huggies.com.au/muminspired.

The PR campaign will include a social media program, media relations, grant development and management and internal communications. STW Group’s Ogilvy & Mather, Sydney will develop the ATL print campaign.

This appointment follows a raft of recent wins for Pulse Communications including Mattel Australia, Grace Removals and Legacy.

Pulse Communications is part of Ogilvy PR Australia, a joint venture between Ogilvy PR Worldwide and STW Group, Australia’s leading marketing content and communications services group.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.