Insight
What's more fun than getting in the water? Judging by how many grown-ups flock to sun and sea for a holiday, nothing! Water is also great for little ones, and parents are aware of the great benefits swimming have for their babies. But life with a baby can be hectic even for the best planners, so despite best intentions, swimming can often slip to the bottom of the list.
For babies water is something entirely new, maybe even scary. And that asks for a lot more care and comforting from parents when starting out. Even after that, each trip to a pool is an adventure in itself, one that needs a lot of preparation. It's easy to see why parents might opt for something a little easier, even though they know swimming is good for their baby.
Hence our insight:
'Every parent wants to give their child the best start in life.'
We wanted to ease this anxiety about baby swimming and inspire parents to make another trip sooner than planned with the help of Huggies® Little Swimmers®. But mums are often overloaded with conflicting information that can be hard to sift through. As Huggies® Little Swimmers® are the UK and Ireland’s No.1 Swim Pant, we knew there was an even bigger role the brand could play.
So we invited mum to do the best for her baby by starting a habit that lasts a life time, with the help of our expertly designed products & inspiring baby swimming content.
‘Huggies® Little Swimmers® would make baby swimming as easy as 1-2-3.’
By inspiring mums to think about the lifelong rewards of baby swimming and giving her everything she needs to embrace them, we wanted to get her to swim more often & ultimately to buy one more packs of Huggies® Little Swimmers®.
Work in Progress
The new website would have to accomplish a few things simultaneously - be a baby swimming guide, an inspiring source of content, and also a product-first website that reinforced the brand's position. That meant putting a lot of emphasis on planning the user experience, which would then be turned into effective design and content. Here's how we took on the challenge:
UX & Design
We started by looking at the various user circumstances and needs. Someone with casual interest, for example, could use some fun details and facts that would make baby swimming appealing. A pool pro, on the other hand, might need a new activity to try out. However, the site would still have to stay simple for everyone. We decided to go with a colourful, icon-led design and used lots of animation to create a more playful experience. Most importantly, we made it easy for them to find the sections relevant to them.
Content
We broke the content down into three areas to reflect the stage that parents encounter on the baby swimming journey: Those just starting out and seeking information, those ready to take the splash and who may need a little extra reassurance, and the pros who are looking for top tips to ensure they are getting the most from the experience.
Mobile
Being a parent means always being on the go. Knowing that, we knew we had to make the Huggies® Little Swimmers® experience great on mobile devices. We optimised the website to make its key features easy to navigate (even when things get chaotic) and made it easy to find the relevant content.
The Finale
The result? A great looking website on all devices, and a great companion for parents of swimmers at every stage. This multi-platform tool let them take Little Swimmers content wherever they went, from home to poolside.
Find out what else we've been working on for Kimberly-Clark, including driving category awareness for DryNites® and responsive website design and build for Huggies® Wipes.
So what's next?
We're ready. Let's chat.
