More than 4 million toddlers will start potty training this year, but many Moms procrastinate

getting started. After 25 years of experience – Pull-Ups® knows moms dread potty training and

often delay beginning because they expect it to be a challenging process.

Pull-Ups sought to motivate parents to get started potty training and show them just how fun

and easy it can be by introducing a new ritual – Celebrate the First Flush. Additionally, the brand

wanted to demonstrate that Pull-Ups delivers a superior potty training experience that allows

mom and child to work together.

Parents are celebrating everything these days from ultrasound parties to gender reveal parties

and the first flush that kicks-off potty training is no exception. The brand leveraged this timely

trend to garner media interest by executing a multi-layered program that included a consumer-

business marketing exclusive illustrating the behind-the-scenes details from the advertising

creative shoot along with the brand’s new Big Kid 3D Interactive App featuring A/R technology.

Additional elements included a larger-than-life experiential event in Times Square complete with

live performers and a 10-foot giant potty and a strong Facebook call-to-action that asked parents

to share their toddler’s 'First Flush' moment.

The results – the brand garnered 108 million media impressions (exceeding expectations by X

percent), a 24% increase in Facebook Likes and 20% increase in Twitter followers, and more

than 5,300 entries to the call-to-action. More importantly, it inspired XXX Moms to start potty

training.

The Pull-Ups team executed three core tactics as planned to motivate mom to start potty training:

1.Media Relations: The brand leveraged the “celebration” trend and Mom and child’s

modern digital lifestyle to capture media and consumer interest in the ritual beginning end

of December/early January and continuing through April.

2.Social: To bring the “celebrate the First Flush” ritual to life with consumers, the brand

launched a six-week Facebook call-to-action in mid-January asking parents to share

their “First Flush” moments for a chance to have their child featured on a Times Square

billboard and a chance to win the ultimate grand prize.

3.Experiential: Pull-Ups created a larger-than-life First Flush Celebration in Times

Square featuring live performers and a giant 10-foot potty that when “flushed” activated

a spectacular animated celebration on the ABC billboard directly above. The billboard

showcased photos of toddlers First Flush celebrations submitted by parents nationwide

on Facebook.

The Pull-Ups program exceeded the program’s original expectations.

• Based on the business algorithm, audience percent and the call to action, 1,000,000 Moms

committing to potty training from PR results specifically, surpassing the goal of 566,000

Moms

• 108 million total media impressions garnered, surpassing the original goal of 67 million

impressions by 162%

• 24% increase in Facebook Likes

• 20% increase in Twitter Followers