Our Dad Test began in a 'Huggies House' where we invited real Dads to stay alone with their babies – with no Mums allowed. Each day, we filmed Dads and babies putting Huggies through a series of diaper challenges and featured the results online and on national TV. But our experiment didn’t stop with the test we conducted. Through social media, we asked Mums everywhere to 'Nominate a Dad' to put Huggies to their own Dad Test. And to help get them started, we sent them a fully stocked Daddy Diaper Bag.

In the first few weeks, our Dad Test generated nearly 200m free media impressions, 100,000 new Facebook fans, and over 30,000 Dad nominations online. More importantly, for the first time in years, Huggies diapers have gained market share despite a declining birth rate, while their leading competitor began trending down. All brand indicators show the Huggies Dad Test is testing positive.