For years, diaper companies have conducted the same test to prove how well they stop leaks: a side-by-side 'blue liquid' demonstration. The problem is, blue liquid isn’t real. Yellow liquid is. And Moms were tuning out. Huggies needed a fresh diaper test, a way to prove their products could handle any of the messes and stresses that real life dished out.

Our solution? Put Huggies to the toughest real life diaper test known to man. Man, himself. The Huggies Dad Test was born. But it was more than a test. It became a social experiment on a national scale, starting with a group of Dads, alone with their babies, in 1 house, for five days.

Our Dad Test began in a 'Huggies House' where we invited real Dads to stay alone with their babies – with no Moms allowed. The house was stocked full of Huggies diapers and wipes, and everything Dads and babies needed to create messes. Each day, we put them through a series of real life Daddy diapering challenges and documented everything that happened. Then we debuted the challenges online, aired them on national TV, and in print and other media. But our experiment didn’t stop there. Through social media, we asked Moms across the country to 'Nominate a Dad' to put Huggies to their own Dad Test at home. And to help get them started, we even sent them a Daddy Diaper Bag.

As word got our of our Baby/Daddy experiment, it exploded online and in national media. In the first few weeks, our campaign generated nearly 200 million free media impressions, 100,000 new Facebook fans, and over 30,000 Dad nominations online – which included adorable photos of Dads and babies putting Huggies to the test. 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.