The Huggies Baby Shower Planner

When a competitor gives baby their first diaper in the hospital, how does Huggies get in front of expectant parents? By creating a first-of-a-kind social ecosystem with Pinterest, taking expectant moms and dads through the baby shower planning process — from theme inspiration to invitations.

We worked with six influencers to curate over 30 unique shower themes for inspiration. Those boards contain over 1000 individual pins filled with games, favors, flavors, diaper cakes, infographics and more. From there, users customized and sent coordinating invitations. The Huggies Baby Shower Planner was part of a suite of digital tools to help new and expectant moms, along with Mommy Answers and the Welcome Baby Guide. Ultimately, over 90,000 invitations were sent, garnering 76,000,000 impressions.

• Shorty Awards finalist
• Communication Arts
• Webby Awards
• FWA
• CADM Tempo Award x2