'Educate & Empower' influencer & UGC campaign

Huggies DryNites had new clinical claims, "Up to 100% leak-free" and "Clinically proven for a better night's sleep", but bedwetting is treated as embarrassing, so parents stay quiet, and that silence works against the supportive home environment that helps children grow out of it. The brand had never used influencer marketing to reach parents on social. Bottle's read was that parents speak up about taboo topics when they see other parents doing it first, so creator content that models the conversation invites the community to share its own experiences.

Bottle took DryNites into influencer marketing for the first time, using mum influencers and scripted UGC to normalise bedwetting across the brand's three planned 2024 peaks of awareness, sampling and conversion. Three mum influencers, including Kelly Medina Enos and The Konadu Family, opened the conversation on TikTok and Instagram; the best performer was re-signed with two new creators to demo the free-sample sign-up; and a final peak paired two top influencers with six scripted UGC creators, with the brand repurposing content from its own profiles for a month.

Phasing a first programme against distinct peaks let each phase carry its own brief and metric, while a test-and-learn loop selected the roster. Activity ran on TikTok and Instagram. Bottle reports 34.4k social engagements, 9.2m social impressions and 48k click conversions, including 41.3k website clicks in the sampling peak; figures are agency self-reported activity measures, with no disclosed sample sign-ups, sales or baseline against the concurrent above-the-line campaign, so the programme's commercial contribution cannot be isolated.