Pampers wanted to build a connection with modern, 25-35 year old moms before their babies are in diapers. They saw an opportunity to target highly-mobile, prenatal moms who are early adopters of new technologies and opinion leaders among their peers by using the latest channel; the iPad App. The strategy was to use this most innovative technology to give these moms a tool they could use to tangibly share the joy of their pregnancy with friends and family near and far.

Ultrasound photos are grainy, difficult to interpret, and leave parents with no way to visualize their baby’s size. The iPad’s screen is the perfect size to hold simulated life-size images of a baby in the womb, from week 4 through 40 of pregnancy. These images are extremely rare, and are unlike anything moms would see in a doctor’s office ultrasound. Moms can view these rich images of the baby next to their tummy, making it feel like we are seeing inside. Mom can share the excitement with friends and family by posting weekly milestones to her facebook wall.

In creating the only image-based pregnancy calendar available for the iPad, the brand succeeded in opening a dialog with this narrow target and demonstrating the progressiveness of the brand. Moms are excited about this new way of experiencing their pregnancy and are eager to interact with Hello Baby and Pampers. Although the iPad has only been available for purchase for a few weeks, there have already been over 11,000 Hello Baby downloads. As of April 19, 2010, Hello Baby was the #1 free iPad App in the iTunes Healthcare & Fitness Apps category.