Vacations with kids can be chaotic, but planning doesn’t have to be. With the “Packulator” experience, we made packing for family trips easy, fun, and stress-free—while boosting digital sales for Huggies® products at Sam’s Club.
Pack In More Fun
Helping parents pack smarter and shop digitally for stress-free family vacations
Klient
- Kimberly Clark
Biuro
- Chicago
Busy Sam’s Club parents often plan vacations by purchasing fun items like pool floats online, while continuing to buy childcare essentials like diapers in-store out of habit. This overlooked an opportunity to meet vacation-specific needs such as swim diapers, extra wipes, and bedwetting solutions. The challenge was to disrupt this routine and drive incremental digital purchases of Huggies® products during the summer vacation season.
Vacations are a break from routine—and every part of the process, including shopping for baby and childcare essentials, should feel exciting and effortless. We aimed to bring the same sense of anticipation and joy that parents feel when buying beach towels and pool floats to their purchase of essential Huggies® products.
We created the “Packulator,” an interactive digital tool exclusive to Sam’s Club, which helped parents calculate the exact Huggies® products and quantities they’d need for their trip based on factors like the number of kids, travel plans, and activities. This tool seamlessly integrated into their online shopping journey, making it easier to add Huggies® products to their digital cart alongside other vacation must-haves.
The campaign exceeded expectations across all key metrics:
- Digital Dollar Sales: Huggies® portfolio sales grew by +26% year-over-year, totaling $5.6 million.
- Unit Sales: Achieved a +25% increase in unit sales versus the prior year.
- Category Growth: Contributed to a +4% growth in the baby-and-childcare category at Sam’s Club.
- Microsite Engagement: The “Packulator” attracted 7,000 unique active users, surpassing the benchmark of 6,000 users (+17%).
- Product-Specific Growth:
- Huggies® Diapers: +27%
- Huggies® Wipes: +23% (+85% vs. two years ago)
- Pull-Ups® Training Pants: +30%
- Goodnites®: +18%
- Little Swimmers® Swim Diapers: +20%
By integrating fun, utility, and convenience into the pre-vacation shopping experience, the campaign successfully turned parents into savvy planners while driving significant business results.
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