Thankyou’s latest guarantee sees the brand offer a free box of Huggies to unsatisfied customers.
Social enterprise Thankyou has launched its latest initiative targeting parents, in a nappy campaign ‘We’ll get you through the night’.
Thankyou is promising to send parents a box of the current market leading brand nappies, Huggies, to their door if its own product fails to deliver.
The brand commits 100% of profit to help end global poverty, with over $5.8 million committed to date, with $1.8 million generated from its successful crowdfunding campaign 'Chapter One'.
Within this, the baby range has funded safe births and healthcare for over 94,477 mums and bubs in Nepal and Zimbabwe.
Thankyou CMO Sarah Prescott told AdNews the campaign is about 'de-risking' tactics the products for consumer but not through the traditional money back guarantee strategy. This is how the brand plans to get its product quality message out there.
"It's enough of a hassle to contact the brand and get the money back, but then have to go in-store and buy another product, that wastes more time. But if we can make it easier for them and send them a product that may work for them, then we are doing our consumers a favour."
Prescott says the brand is expecting minimal backlash from Huggies, hoping they will instead see it as a compliment.
“That's the angle we are seeing it from. We are pretty comfortable with the message for the campaign and don't think that it's something that they will get upset about,” Prescott says.
The company uses some mass advertising, such as OOH but not TV, Prescott says.
Instead there is a heavy emphasis on social media. Thankyou has more than 70,000 Instagram followers and 5000 ambassadors and influencers.
"That's not because we don't think TV is effective, but it depends on what you are trying to achieve," she says
"We do like to be more targeted in everything we do and when you're working with smaller budgets, as we are, it is important that we make sure we are targeting the right people with everything that we are doing. TV is great but it's just a lot more mass."
