Kimberly-Clark’s Huggies brand is helping moms make the best of the diaper years with the launch of an online rewards program called ‘Enjoy the Ride.’ Women can earn points on a Huggies microsite, EnjoytheRideRewards.com, by taking polls and watching videos, as well as on the mommy-focused Canadian e-newsletter and site Sweetmama.ca, where they can send e-cards and share tips with other e-mommies. A French version of the program is also available on Huggies’ RecompensesSavourezlAventure.ca.

‘It’s all about rewarding our consumers,’ says Justin Brown, Huggies associate brand manager, of Dallas, Texas-headquartered Kimberly-Clark. ‘We’re committed to the long-term success of the program – it is not being viewed or executed as a short-term program,’ he tells MiC.

Points can then be spent on chances to win prizes like spa getaways or gift cards, and soon there will be a product catalog added to the site as well, to provide more redemption options, he says.

The campaign, developed by JWT, Buzzwords, and IC Group, will be promoted through a variety of media vehicles, including television, print ads, FSI, direct mail and online banner ads running now. The program is also promoted through partnerships with Sweetmama.ca, with media buy handled by Mindshare, and fellow Toronto-based babycentric website Kaboose.com.

On Sweetmama.ca, where the campaign is running until the end of June, Huggies points are promoted in the ‘Fun’ section, on the homepage and alongside editorial content, as well as in the newsletter, which has 25,000 subscribers.

‘The main objective is to build a stronger relationship with our consumer. At the same time, we learn more about her and her preferences, while providing us with another medium through which to communicate product news,’ says Brown.