April 2021 Advertiser of the Month – US: Huggies

YouGov
April 30, 2021, 6:31 AM UTC

Diaper brand Huggies bounced back from a marked decline in Ad Awareness scores in late March to be named YouGov’s Advertiser of the Month for April 2021.

The brand saw its Ad Awareness scores rise 3.7 points in April, moving to 17.7 points by the end of the month. Huggies witnessed a decline in scores throughout March, dipping to 13.6 points on March 29, but thereafter shot back up quickly.

Simultaneously Huggies also registered a slight uptick in its Consideration metric – which measures the likelihood of a consumer considering a brand the next time they are in the market for that kind of product – this month. It climbed from 6.4 points on April 1 to 8.0 on April 26.

Earlier this year, Huggies released an advert for Super Bowl LV featuring babies that were born on that very day. The brand also launched a new theme for its communications, which it has continued to use on its social channels, while honouring its commitment to donating 10m diapers during the year. The new creative, introduced by Droga5, looks to have hit its mark.

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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. Scores are based on an average daily sample size of 1457.1 US adults between 27th January 2021 and 26th April 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex