Huggies Korea takes on Pampers (official olympic sponsors) with this YouTube/UGC campaign “Baby Championships“. Babies and cats have always been top of the charts for UGC. It’s interesting to see a brand transform what is pretty bland UGC content into something that’s shareable.
There has been a big push on dynamic and real time advertising (old spice & skittles rainbow updater) and now Huggies tackles UGC. Mums can send in their baby video and in return they get back a pretty slick ‘official baby championship’ video. It’s the (olympic) commentary that makes it more interesting to a broader audience and shareworthy.
Turn on the comments in the video below to see the english subtitles.
(Tina) we'll see if this campaign is effective, but to me it has the major hallmarks of fame: babies, and excitable announcers. True confession: I prefer the Japanese gameshow MXC over the American version Wipeout - primarily because of the announcers!