Many babycare brands have started to use social media to communicate content through online videos and tutorials about their products. Tips related to motherhood have reached fan pages and blogs with a single purpose of making mothers calmer. However, no brand has associated the diaper itself to digital universe in order to create engaging and meaningful content to the target.

Less worried parents are immediate and extremely relevant impact. But, TweetPee has brought a better usage for every single diaper and has created a long-term relation of trust with the parents. The brand got a mood of innovation that goes beyond the product.

All moms not only monitored their babies diapers constantly during all day, but they engaged and shopped online constantly asking for more packs of diapers. Less worried parents are the immediate impact. TweetPee has brought a better usage for every single diaper and allowed immediate activation through the app. When the parents needed new diapers, they got it in the right time.The experience has been spread on TweetPee's website, creating a big amount of interest and awarness.

Huggies is showing that innovation can go beyond comfort and absorption. Who knows, maybe one day every diaper can be like this.