Giving birth is a highly emotional moment for mom. She plans the event for 9 months, but often doesn’t think about diapers until her baby arrives. By linking a coupon trial offer for Huggies newborn diapers with who she wished could be there most to greet her new baby resonated powerfully with our target.

To kick the program off, we filmed the very first 'Hugs Delivered' as a surprise. Awareness of our promotion was made through an integrated effort which aired on national TV and paid and earned social media reaching over 9 million moms.

During the 2-month period of our promotion, thousands of stories were shared and over 40% of all pregnant moms in North America downloaded a coupon for Huggies newborn diapers – an unprecedented 2,700% increase above normal coupon download rates. We turned a first hug with baby into Huggies’ most successful promotion ever.