• EMarketer, Tuesday, February 21, 2012 11 AM

Steven Strubbe, associate brand manager and digital lead at Kimberly-Clark's Huggies brand, said in this interview that Huggies started leveraging Tumblr about a year and a half ago to promote Huggies Little Movers Diapers.

"We decided to root that program in a universal parenting truth: that all parents know that babies have a very strong point of view, even though they can’t talk,” he said. “We wanted to bring that to life, to give babies a voice and to prove that, if given a choice, babies would want to wear a diaper that’s shaped to fit their bodies.” The company launched the High Chair Critics blog in August 2010.

Strubbe said brand PR is handled by Edelman Consumer, and Ogilvy’s digital team helps provide creative content. The company now uses four "baby bloggers," or baby personas, each with a different category: pop culture, current events, fashion or music, per Strubbe. "We’re posting daily, sometimes multiple times a day, Monday through Friday," he said.

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