To show that there’s no one way to potty train, we followed six families on their potty-training journeys, bringing the good, the awful, and the awesome to life. 20 webisodes were created for audiences to engage with online, surrounded by opportunities to engage and interact with one another and the featured families via the project platform.

The campaign launched with TV, print, and digital advertising, and focused on driving to and integrating with parents’ daily online experiences. Partnering with AOL’s Parent Dish network, we created a potty-training-specific editorial section with units driving to www.pottyproject.com. The Potty Project site featured immersive video content, tools, tips, resources, and the interactive experiences like blogs and community forums our audience values and has come to expect online.

In less than three months, the Potty Project became a top destination for potty-training parents, receiving 857,000 visits from mid-May to mid-August 2009. Families came to the site and shared their experiences - content sent to a friend exceeded goals four times over. Of parents aware of Potty Project, 71% felt Pull-Ups provided a resource with believable and helpful potty training information (vs. 48% unaware), and consideration was markedly higher (72% aware vs. 51% unaware). The great success? Approximately 900,000 new buyers came into the Pull-Ups business, 20.5% more than the same period in the prior year.