Busy Sam’s Club parents often plan vacations by purchasing fun items like pool floats online, while continuing to buy childcare essentials like diapers in-store out of habit. This overlooked an opportunity to meet vacation-specific needs such as swim diapers, extra wipes, and bedwetting solutions. The challenge was to disrupt this routine and drive incremental digital purchases of Huggies® products during the summer vacation season.

Create an easy and fun resource that helps parents research and buy essential (but often overlooked) childcare needs for vacation.

We created the “Packulator,” an interactive digital tool exclusive to Sam’s Club, which helped parents calculate the exact Huggies® products and quantities they’d need for their trip based on factors like the number of kids, travel plans, and activities. This tool seamlessly integrated into their online shopping journey, making it easier to add Huggies® products to their digital cart alongside other vacation must-haves.

By integrating fun, utility, and convenience into the pre-vacation shopping experience, the campaign successfully turned parents into savvy planners while driving significant business results.

Huggies® portfolio sales grew by +26% year-over-year, totaling $5.6 million.

Achieved a +25% increase in unit sales versus the prior year.

Contributed to a +4% growth in the baby-and-childcare category at Sam’s Club.

The “Packulator” attracted 7,000 unique active users, surpassing the benchmark of 6,000 users (+17%).