Tommee Tippee was being significantly outspent and needed a transformative digital idea to engage new and expectant moms in an emotional way to drive purchase consideration.We created the free website thedaybabywasborn.com, enabling moms to create digital storybooks preserving precious memories of pregnancy through journal entries, pictures and news headlines from the big day. Using Facebook Connect, moms can save congratulatory messages posted on their Facebook walls.

Our Results were impressive:• 55,000 visits to the site in the first 6 months;• Coverage by 110 online media outlets;• Coverage totaling 20m impressions;• Appearances in high-profile outlets including Fox News Now and People.com.

The total budget for the development, launch and PR support for 'The Day Baby Was Born' was approximately $250,000. 'The Day Baby Was Born' launched in August 2011 to rave reviews. Our media relations strategy spanned broadcast, print, online media and, of course, mom bloggers! Beyond leveraging our existing mom blogger relationships of more than 400 outlets, we partnered with Social Moms, a community of moms with influence through blogs and Twitter.

We deployed a program for bloggers to discuss what they remembered from the day their baby was born and what they wish they remembered, spreading awareness and discussing the benefits of Tommee Tippee’s new digital utility.

In 6 months, we've had approximately 50,000 visits to our Beta site, with nearly 10,000 registrations (considering many new moms don't like to commit to pregnancy services until they're well past their first trimester, we're excited about these results).

In addition, the majority of the participants opted-in for email updates, so targeted product/brand information is getting to the right people. We expect to see the first round of completed storybooks shared in a few months, as our Tommee Mommies give birth.

In addition to the tens of thousands of visitors to the site, 'The Day Baby Was Born' received a tremendous amount of high-quality coverage:• Coverage by more than 110 online media outlets;• Coverage totaling nearly 20m impressions;• Appearances in high-profile outlets including Fox News Now, People.com, Babble and The Bump;• Resulting in 50,000 visits to thedaybabywasborn.com in the first 5 months.