Built into Facebook, Pampers Baby Book taps into mums' pre-existing digital behaviour, allowing for easy, regular and continued use, which is ideal, as social media use for a new mum is greatly increased during the early years of her baby’s life.

What’s more, Pampers Baby Book seamlessly syncs photos, comments and ‘likes’ into every story, allowing friends and family to take part in the memories. And when mum is ready, her baby book is automatically formatted and ready to be printed into a beautiful book that mum and the whole family can hold onto forever.

The results have been astounding. In just over 3 months, Pampers Baby Book received over 316,000 visits, with an average time of almost 10 minutes per visit. Almost 350,000 stories were created with the app within this period, which earned over 31,000 Facebook likes and 3,114,000 earned impressions for the brand. And this is just the beginning: as Pampers Baby Book grows in users, so will its functionality. But most importantly, Pampers Baby Book gave consumers not only a useful tool for their daily life, but an emotional connection to a brand that understands those whom truly matter most: mothers.