Hello Social x Huggies
THE CHALLENGE
To celebrate the launch of a new nappy range with skincare benefits for baby’s sensitive skin, Hello Social approached DisplayWise to deliver a standout Huggies pop up experience at Westfield Bondi Junction.
With a four day activation window, the pop up had to be visually engaging, highly functional, and capable of delivering high-volume foot traffic. More than a traditional sampling booth, the Huggies pop up experience needed to spark social engagement, encourage trial, and build meaningful brand interaction in a playful, family-friendly space.
Above all, the space would reflect Huggies’ trusted legacy and new product innovation while creating a warm, welcoming environment for modern parents and their little ones.
CLIENT | HELLO SOCIAL |
|---|---|
SERVICE | BRAND ACTIVATION |
LOCATION | WESTFIELD BONDI JUNCTION |
DATE | 2025 |
SIZE | 6M X 3M |
THE SOLUTION
Provided with a detailed brief from our agency partner, Hello Social, DisplayWise developed a bespoke design that carefully balanced aesthetics with practicality. The Huggies pop up would be an interactive, multi-zoned space that showcased high-impact branding and product sampling opportunities to maximise consumer engagement.
A key layout consideration was the allocation of floor space and clear zoning to accommodate pram parking and ease of movement throughout the pop up. The main entrance was defined by luxe velvet rope bollards to support queuing and smooth entry and exit. Each zone was clearly marked along the perimeter, creating a spacious, well-organised environment that comfortably allowed multiple shoppers (and their strollers) to explore the space at once.
Key design and build features of the Huggies pop up included:
- Main Feature Wall: Combining the “Cuddle Cam” space and the new range Product Display, the curved feature wall showcased two recessed arches with integrated LED lighting for maximum impact. Custom product shelving housed nappy boxes and gift bags, finished in the signature Huggies red which was expertly PMS paint-matched by DisplayWise.
- Photo Opportunity “Cuddle Cam” Arch: With a purpose-built bench and custom cushion upholstery, the adjacent “Cuddle Cam” space was the perfect setting to capture fun, family selfie-moments and shareable content opportunities to drive brand engagement.
- Hero Giveaway Zone: With a claw machine supplied from Hello Social, our team supported this gamification aspect with a custom-built surround to amplify the giveaway experience. Hello Social loaded 500 branded prize spheres daily to attract families and shoppers throughout the pop campaign period.
- “Ask the Expert” Zone: A custom built semi-circle pod provided a comfortable space for standing consultations with a large, lockable storage cupboard located behind for easy sampling access.
- Babychino Cart: Sourced from our hire range, this fun, warm, and caffeine-free drinks cart was stocked with sweet treats and Babychinos from Hello Social with the goal of increasing shopper dwell time and product interaction.
- “Air Soft” Foam Pit Zone: Designed to create a playful sensory area, Hello Social provided a luxe foam ball pit with the DisplayWise team applying retail-standard floor graphics to clearly define this interactive space.
THE RESULT
Every element of the Huggies pop up served a purpose from driving hands-on product interaction through to supporting behind-the-scenes logistics and driving brand engagement.
With live expert appearances and a visit from Huggies ambassador Anna Robards, thousands of happy families experienced the immersive Huggies pop up throughout the activation period.
By combining playful interactivity with smart, efficient design, DisplayWise helped Hello Social turn a product launch into a social and in-store moment parents won’t forget, and the results delivered on both reach and resonance:
- 2,436 samples were distributed across the event
- Huggies emerged as the #1 most talked about nappy brand on Instagram in Australia
Inspired from the Hello Social for Huggies experience?