With the Time to Potty app, we introduced a mobile-first foundation as a conduit between mom, child and the brand. At its core, the app is a simple, smart potty timer that automatically adjusts the time between potty breaks based on user input. Understanding that positive reinforcement is key to the learning process, we created over a hundred mini games for the child to play following a successful potty break. Along the way, Mom receives a weekly dynamic email summarizing her child’s progress. The email also includes tips, recommendations and special offers based on how far along her child is.

The Time to Potty app was highly successful in reinforcing Pull-Ups as the definitive potty training partner for moms.

From a consumer perspective, the tremendous frequency of use and positive reviews spoke volumes about the app’s ability to help moms maintain consistency and achieve success. In the first nine months, 2.6MM celebration games—representing successful trips to the potty—were played. Qualitatively, comments from parents were most telling:

“I’ve been trying to potty train my 3 year old boy and nothing has been working. When the [app] timer goes off…he is so excited…he goes every time!”

“I love using this app! It helps me and my son stay consistent with potty time.”

From a client perspective, the app quickly exceeded adoption and engagement targets, including a 718% increase in site registrations, which has proven to be a high-value digital action correlated to increased spend by consumers.