"HUGGIES"   (Pitch Win)
BRIEF:  Establish Huggies as the go-to diaper brand for first time moms
MEDIA:  Digital Communications

When is the perfect time to start helping out pregnant first-time Moms? While she’s helping out others – at work. Specially designed packs, provided through HR departments, introduced Mom to free product samples, vouchers, handy mobile apps and linked her to the Huggies website, where a personalized journey could start. 

HUGGIES  WEBSITE

Relevant tips, resources and product suggestions continuously update to suit first-time Moms through every step of her ever-evolving journey: from pregnancy to each step of her little one’s development, far beyond the early stages.

MOBILE APP – THE  CRYING  GAME

Motherhood is not an easy job and a bit of comic relief can be very welcome. These mobile apps provide smiles but also valuable tools. “The Crying Game” app allows Mom to record her crying child. The cry is then translated into an unexpected and funny result while also providing several white-noise recordings to help their crying child drift off to sleep. 

MOBILE APP –  KERPLUNK  

The “Kerplunk” app is a fun potty-training game designed to keep children entertained and seated on the potty until, well, the job is done.

MOBILE APP – BACK  TO  WORK

Going back to work can be bittersweet for new moms. The adult interaction is great, but it can come at the cost of feeling dis-connected to their newborns. The “Back to work” app gives moms a direct connection with their caregivers. Both parties can send video messages and updates giving Mom the big picture of how her child is doing, and the universal challenge of returning to the workplace can be made that bit easier.