Before Baby is born, Mom can easily save and share ultrasound photos, baby bump pics, and more. All she needs is her phone!

Then, to chronicle Baby’s first year, the app organizes all amazing highlights and milestones by month, prompting Mom to capture Baby’s sweetest swaddle, first bath, favorite outfit, and other one-of-a-kind moments. When Baby turns 1, Mom will have the perfect baby book, full of all the precious memories she’ll want to hold on to forever.

Dreft Amazing Baby Days. Because the best story you’ll ever read her… is her own.

Dreft wanted to develop a deeper relationship with new moms—one that starts even before Baby is born, and continues throughout Baby’s first year.

The primary objectives of the application were 1) downloads, 2) engagement within the app and 3) on-going usage.

With nearly 30,000 downloads in its first tow months on the market, the app is delivering on the objective of building deeper, on-going relationships with our target. After downloading the app, moms are coming back to spend time with the brand – with the majority of users being returning users. They’re spending quality time with the app as well – far exceeding the iTunes Lifestyle app benchmark of time spent in app. The app includes functionality that reminds the user to share photos of her baby throughout the their amazing first year together, strengthening moms relationship with the brand and keeping Dreft top-of-mind during important purchasing moments.