Kimberly-Clark Builds Huggies Baby Network

NEW YORK Kimberly-Clark has built two new Huggies Web sites that aim to engage new mothers as part of its strategy of fostering a deeper connection with its online customers.

The Neenah, Wis., company has launched the Huggies Baby Network, which consists of two new Web sites, Happy and Healthy Pregnancy and Happy Baby. The Web sites give expecting and new mothers information about motherhood. The sites replace the Huggies.com and ParentStages.com sites Kimberly-Clark operated.

Kimberly-Clark earmarked $3.5 million to build the Huggies Baby Network, which includes tools like help in designing a baby’s room, an online photo scrapbook and message boards for mothers to communicate with each other. It plans to advertise the Huggies Baby Network on iVillage, BabyZone, Yahoo and other sites, as well as promoting the sites on packaging, in print ads and through newspaper inserts.

“We’re treating this like a product launch,” said Mark Cammorata, director of marketing for Kimberly-Clark’s North American baby care unit. He cited company research that found 49 percent of expectant mothers and those with young children did not believe a single Web site met all their motherhood information needs.

Cammorata said the Baby Network is a way to build closer relationship with customers beyond just sales-driven ad programs like coupons. Kimberly-Clark plans similar initiatives for its other business units this year. Last year, it built a Web site for its Scott tissues and paper towels revolving around common sense. At ScottCommonSense.com, consumers can get common sense information and tips.