EXPENSIVE SH*T

“Preventing a Costly Disaster” “Chaotic” “Adorable” “No room for failure” “AGELEBRATION OF AMESSY REALITY” PT a ieee ae Antiqueweek @cCBS Astreamed event that invited 18 babies to poop on nearly $500,000 worth of items for 1 hour: Asking parents of blowout-prone babies’ to share their worst poop stories to participate in the ultimate diaper product demo. 11 | O POOPS BLOWOUTS 157MM Earned Media Impressions 16x Higher Viewing Time” “compared to TikTok platform average Higher Comment Rate’ “compared to industry average PROBLEM € A blowout is when a baby's diaper falls to contain a ‘bowel movement, leaking onto clothing, furniture, and surrounding surfaces. I's unpredictable, messy, and is one ‘of parenting's most universal fears. Hlowouts don't just ruin, ‘outfits. They ruin couches, ear seats, strollers and more. Despite diapers being designed to prevent them, parents don't fully trust the claims. Because in the moments that ‘matter most, a single failure can mean a costly mess. So parents have to live cautiously, In a category built ‘on protection, confidence was the real gap. + a 3 THE PRODUCT € Huggies Little Snugglers with up to 100% blowout protection is a diaper developed by kimberly-Clark’s R&D teams to address one of the biggest unmet needs in early parenting. Engineered with a combination of improved fit, Solt containment barriers, and advanced absorption, the product is designed to help prevent leaks from escaping ‘the diaper—even during the most active and unpredictable ‘moments. But in a category where every brand claims protection, saying it isn't enough. For parents, trust is ‘everything. Trust doesn’t come telling people, it comes from showing them. 3} SOLUTION: EXPENSIVE SH*T ‘We needed to position Huggies as the top-of-mind solution {for parents with babies. So we placed 18 freshlv-fed babies ‘on top of almost $500,000 worth of luxury items for one hour on Tilok Live, Instagram Live, and YouTube Live, with ‘only Little Snugglers to protect those items from disastrous leaks. This is: Expensive Sh't. ‘Through influencers, we reached out to parents with bables ‘with a call to action to share thelr blowout stories. From there, we chose our18 super-pooping babies for the event, to really ensure we put the diaper through its paces. Throughout. the stream, we told the parents watching to comment with their blowout stories, keeping the conversation going. I poops and 0 blowouts later, we successfully showed this audience what these diapers could do and told them to ‘search for Huggies at their local retailers. ye — B. Purchase Consideration Pe Ant-hour event by Streamed on Wd Ll S Sect the arpa) 7 / rN ™ y Approximately $452,500 in items ‘The Expensive items ‘The Invitation Process ‘TheI8 babies ‘The Reputation At isle The Poops ‘The Influencers Wescoued the sptgue adie ares oi our expensive sh, ‘Wea to find some ofthe most notariou bowout-prone babes. Swe ‘Anead ofthe hour event we onsred every baby was primed to poop ales was 20 content in ther apes they waned to show what Patents and our oll spotter wer on call thoughout the hour We tapped parent influencers with babes a combined following of lnspced by parent Blowout stores harem soca a100-jer-od tached out to gencers to help find them, aking the fallowers to Plums. pears pea, breast and formula Tames fr tel poop {could do nthe most high stales-wy possible No reds No ding agit poop was going down. We hod poops happen troushout ‘rer 720.0000) to promote the event and ask tel followers to share Turia that costs -S08,000: ade ed ame orth 1650099 ‘aretha wore blowout soto: ie sited ough comment scion to romedod etrtion~ were ll en the ree, very besser ve They put al onthe ine. Hes Marketing Director, Anja Shai the nour but no poop stains were lt the couch, her the ct Uelrblwout storks Some of them brought ther oxen babies to the antique French Provincia settee that could etch $28,000 at acton And our partipants and very thet bales x rly blowout prone $20,000 cantor wedding des a amu omvertie wrth $29,000. CHESIN, pany Sentinel GZ) covnouw rives.snenon YES! WEEKLY fob<] AntiqueWeek barchart BENZINGA. Te: Catalyst ©CBS chy THE WALLSTREET JOURNAL. Ggutey Comte, CRWEWOND Daily Hournal BalyA, THE DISPATCH sy ‘TueFree Ress thetimesnews NewsBlaze. Newsroom USA Quietflvence Saccamento Oracle @ STAR-TRIBUN BalyGribuae News Che Penn mueewwceess TyECoN UMowkReconen DAMY CheBaly Ratan The Journal Sc Mom Rondoon ‘The Se Gisette Mail Tresteet FACE Bg [FQX The Baily News. HometownNews American Press Capital Press ‘The News Courier TheOutlook IvtexionJourvat “[pihiifi@ THE OXFORD EAGLE YAhOo! The Charlotte Gazette ValleyTimes Che liam’ Times MORIN MAGAZINE ally be emptied shorty thereter ‘ven ut her own baby int the event adding the pressure. the Bed andthe dress. nother words: no blowouts venting engagement and inspiring fans to root or the ables