Huggies South Africa
How Huggies Uses WhatsApp to Build Loyal Customer Relationships
For years, Huggies supported expectant mothers via text message. But trust in text messaging declined, and the channel didn’t offer enough scope to truly help. At the same time, many South Africans use social bundles—data plans designed primarily for WhatsApp. As a result, WhatsApp is the most accessible and most trusted channel for daily communication.
From one-off messages to an ongoing relationship
We transitioned from one-way SMS communication to an always-on WhatsApp journey that evolves from pregnancy through the toddler years. The tone is warm and clear; the guidance is practical and delivered at just the right moment. Huggies isn’t just a source of information—it’s a trusted guide that helps parents every step of the way.
The Challenge: Personal, Secure, and Entirely Within WhatsApp
The new journey had to align with the local digital landscape, deliver error-free data, and fully comply with WhatsApp’s guidelines: one objective per message, a permanent opt-out option, and smart use of the 24-hour service window. In addition, the foundation had to be easily scalable to other markets and countries.
Our Strategy – Flirt, Build, Keep as a Relationship-Building Model
A model that builds relationships and provides direction at every step
Flirt–Build–Keep is the relationship-building model we use at Clever to make customer journeys logical and human. It provides a framework for how a relationship begins, how it deepens, and how you continue to add value. For Huggies South Africa, this model formed the basis of the entire WhatsApp journey.
Flirting: an initial interaction that builds trust
The journey begins where trust is strongest: in hospitals and private clinics. Mothers request a sample and send the first WhatsApp message themselves. This opens a 24-hour window during which Huggies immediately provides value with short, relevant tips. No forms, no barriers—a gentle, helpful start.
Build: a seamless profile
Within the first 24 hours, Salesforce Marketing Cloud enriches the profile with key data: name, consent, and (expected) date of birth. At birth, we verify the gender and date again. Real-time validation prevents errors and duplicates. This way, we build an accurate profile step by step that guides the rest of the journey.
Keep: value at every milestone
After onboarding, mothers are automatically assigned to the appropriate phase: Pregnancy, Newborn, or Growth. In each phase, the mother receives exactly what’s right for that moment: practical advice, reassurance, and cashback coupons for the next diaper size. Segmentation makes it even more relevant: those who join through hospitals are more likely to receive retail coupons, while those who join through private clinics receive e-tail coupons.
Technology
Fully integrated with Salesforce and WhatsApp
The entire journey runs on Salesforce Marketing Cloud, which handles opt-ins, validations, segmentation, and personalization. WhatsApp is the primary channel for onboarding, customer service, and data collection.
All interactions are logged in Salesforce in real time—without any additional modules or chatbot add-ons.
Onboarding within a single, seamless WhatsApp flow
The first WhatsApp conversation covers all the key steps: gathering information, confirming details, verifying information, and triggering the appropriate phase. Each message has a single purpose and uses short, clear language. The mother retains control at all times via a visible stop option.
Journey, which automatically moves along with the mother and baby
Salesforce automates all subsequent steps based on age, behavior, and profile data. The journey evolves automatically, without the need for manual management. New steps—such as cashback flows or additional segmentation—can be added immediately.
Architecture poised for further growth
Thanks to a clear structure, a component library, and fixed validation rules, the solution is reproducible. The same approach is already in place for new markets.
Results – quick proof that it works
Hundreds of mothers successfully registered in the first 14 days
The onboarding process was fully automated via WhatsApp. Profiles were immediately entered correctly into Salesforce. No typos and no need for corrections.
More time for personalized care at the clinic
By eliminating error-prone manual steps, the team saved hours each week. They can now focus their attention on providing guidance when it matters most.
Clean data and real-time insights
Validation and deduplication ensure reliable profiles. Dashboards and alerts provide immediate insight into user acquisition, drop-offs, and error rates, enabling quick and targeted optimization.
A scalable model for international rollout
The architecture demonstrates that a WhatsApp journey is not only effective, but also sustainable and replicable. This creates a foundation that is suitable for future countries as well as future products.
Results
Quick proof that it works
Hundreds of mothers successfully registered in the first 14 days
The onboarding process was fully automated via WhatsApp. Profiles were immediately entered correctly into Salesforce. No typos and no need for corrections.
01
More time for personalized care at the clinic
By eliminating error-prone manual steps, the team saved hours each week. They can now focus their attention on providing guidance when it matters most.
02
Clean data and real-time insights
Validation and deduplication ensure reliable profiles. Dashboards and alerts provide immediate insight into user acquisition, drop-offs, and error rates, enabling quick and targeted optimization.
03
A scalable model for international rollout
The architecture demonstrates that a WhatsApp journey is not only effective, but also sustainable and replicable. This creates a foundation that is suitable for future countries as well as future products.
If you would like to discuss ideas, I would be interested in talking to you. We have completed many projects. It would be great to share our experiences and find out what we can do for you!
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