— A tool for parents to get support and advice

Huggies wanted to engage with young mums and dads in a new way. They already had a thriving forum but it was feeling tired and old-fashioned in the continually evolving digital landscape. 

The market share of other brands was creeping in and, as the market leader, Huggies aspired to reinforce their status through support and guidance.

— Purpose

By transitioning their forum to a younger, attention-short Millennial audience, Huggies needed to build a community of parents and to-be parents who could engage and offer support to one another, and to have fun as they used it.

They also wanted a tool or service that would capture the attention and imagination of these time-poor parents in their fast paced digital lives. 

— Solution

We created a tool which could allow parents to engage with it, in short, sharp bursts of micro-moments, in between changing nappies and jugging the washing, that they could keep coming back to, all contained in a safe and friendly environment that could be trusted and enjoyed.

BabySwipes allows parents and to-be parents to start conversations about baby related subjects and add their perspectives, and to get support from others going through the same thing. And to seek out suggestions and anecdotes on parenting in a light-hearted way.

— Results

The goal of BabySwipes is to allow a community of parents and to-be parents to engage and offer support to one another, and to have a little distraction in the day whilst having fun with it.

The MVP has been built and is being tested with the rollout to future iterations of the app offering an exciting array of additional features to enhance the experience.