Content Management Yes, Community Management No

Many people think that those who work in Social Media are just Community Managers, or that ATL campaigns are so powerful that they don’t need anything from the Social Network.  This isn’t so, and we can demonstrate it through an action that we developed in Ogilvy & Mather Argentina for Huggies called “My First Friend.”

Art Directors came up with the idea, Producers found the hospital and possible couples that had given birth on a particular date and, finally, they produced the film.

From Social@Ogilvy, we planned the strategy and the content for all the Huggies channels on the Net; the strategy was developed for more than 15 countries in Latin America. Each country received a kit with the content calendar written in neutral Spanish and a selection of images to adapt the material to their local speech patterns.

This way, through their local agencies and their local Community Managers in each country, Huggies published the content, achieving coordination between the digital graph and the communication of the campaign.

In order to strengthen the campaign, we used Paid Media with Facebook Ads and Google, and as Owned Media, we developed PR actions with Huggies to drive awareness.


  • 8M impressions on Google and 7M on Facebook.
  • +200K interactions in Facebook (Likes, Comments, and Shares)
  • +10K new fans.
  • +130k views on YouTube.

At the end, awards came out:

  • Diente: Bronze in the Innovation category. This is the annual award organized by the Cículo de Creativos Argentinos (CCA).  It distinguishes the creativity of campaigns and advertising actions during the last year.
  • El OJO de Iberoamérica: Silver in El Ojo Classic category. This  rewards the Best Film/TV Pieces in the region.  Also, we got a Bronze award in El Ojo Innovador Category, which distinguishes the Best Creativity and Innovation in the Media Usage.
    The International Award El Ojo de Iberoamerica aims to recognize and distinguish the trajectory, performance, and best pieces of Latin companies and Latin professionals, which had contributed with constant and innovative work in developing advertising in the region.