Huggies // Little Swimmers // Cartology

Delivering Weather-Responsive Messaging at Scale

Working with the leading Australian retail media business, Cartology, we helped Huggies launch their “Little Swimmers“ campaign across a network of over 500 screens in retail locations throughout the country. The goal was to deliver a simple message that connected the day’s weather to the perfect swimming occasion. By making the creative respond to the current temperature, the campaign ensured Huggies swim nappies were top-of-mind for parents and caregivers right at the point of sale, whatever the weather!

The creative concept was elegantly simple. We integrated a weather API to query the current temperature for each location, with a trigger set at a 25°C threshold. This trigger automatically switched the video’s messaging: on cooler days, the creative encouraged families that it was “Never too cool for the pool,” while warmer weather prompted them to “Hit the beach.” This logic helped deliver a clear message, perfectly tailored to the moment.

Executing a campaign at this scale required a smart, efficient technical approach. We optimised our solution to pull accurate data without overwhelming the weather API, ensuring the campaign ran seamlessly. It’s a powerful example of how a simple data trigger can deliver highly relevant messaging across a vast retail network.