Huggies had a massive business problem. They were losing tons of business to Pampers right out of the new-motherhood gate, due to the fact that Pampers provide diapers to new moms in hospitals. So we decided to start talking to new moms even earlier: by creating a digital tool that could answer every question along their pregnancy journey—from the very moment a new mom-to-be finds out she’s pregnant. This is the campaign that got moms to that helpful resource.