Inside Kimberly-Clark's Amazon Exclusive Big Dreams Launch
Kimberly-Clark has launched a campaign to promote its new Big Dreams baby care collection, exclusive to Amazon.
The CPG brand collaborated with the e-tailer on the diapers and wipes. Touted as premium-quality yet affordable products, the collection boasts comfort and protection that's dermatologist-tested and made with sensitive skin-friendly ingredients.
A significant part of the launch includes influencer activity on social channels. Creators show the products, including the diapers' size range (newborn to size 7, in this case). They also highlight features such as day and night protection, blowout blocking, and the ease of ordering.
Hashtagged content – #bigdreams, for example – show moms working from home or returning from a day at the office and saving a trip to the store by using Amazon Now for 30-minute delivery, or ordering them on vacation and having the products waiting for them at the hotel. That dovetails with a key message: freeing up more family time for everyday adventures and milestone moments.
Kimberly-Clark emphasizes in its marketing that the diapers have a Wonder Dry liner that keeps babies comfortable and a wetness indicator alerts parents when it may be time for a change. Secure tabs and anti-slip grips keep the diapers in place, eliminating another potential disruption, driving home the comfort and convenience message.
Amazon is also running a giveaway. An Oct. 17 Instagram post shares the rules: Like the video, follow @amazon and @bigdreams, and tag three friends in the comments. The sweepstakes ends Oct. 20, with one winner receiving a year's worth of Big Dreams diapers and wipes.
The Amazon storefront has a dedicated "size finder" tab to cut path-to-purchase friction, and a subscribe and save option to save time and money.
"Every milestone begins with a first step, a discovery, or a first adventure," Heather Soreb, senior brand manager for Big Dreams at Kimberly-Clark, said in a media release. "That's the inspiration behind Big Dreams. We designed a premium diaper that gives parents confidence and babies the comfort and protection they need to explore the world around them."
