Branded Entertainment in Latin America is growing fast and growing strong, going along with a worldwide tendency.

It’s an exceptional moment for brands: they don’t sell goods anymore, they sell experiences.

Doing this, the target audience is engaged directly with contents that makes them feel part of the communication. They don’t feel like an audience, they feel like normal people, because the brand speaks to them as equals.

The first step was create a team, integrated with engineers, doctors, and industrial designers, to developed the concept idea for the belts. After months of developments, the belts were ready, so we invited future dads to try them.

Then we registered the experience, and it was so emotive, that we instantly had material for our viral video. We generated branded content and corporate image from a direct experience. And it was a success. The internet did the rest: the spread reached almost everywhere.

Finally, we developed a POP campaign in the sales points (supermarkets and baby stores) to maximize the impact of the “Embarazados” campaign, and translate the success of the idea, to a success in sales numbers.

The experience was launched in the most important maternities in Buenos Aires, with outstanding results.

Now maternities from all over Latin America adopted the innovation made by Huggies, as a complement of the echogram. And, also United States and Canada want to implement this program too.

The viral video of the experience reached more than 5.000.000 organic views all over YouTube, and 3.000.000 shares on Facebook. Thousands of blogs and websites from all over the world shared the experience developed by Huggies, reaching an estimated media reach of 180.000.000 people.

After the launch of “Dad’s Pregnant Too”, the number of sold diapers increased in a 13% (From 4.340 millions in May to 4.908 millions on June, 600 millions more)

Huggies regained the leadership in the new-born segment.

The traffic to EscuelaHuggies.com increased in a 264%, and the male public went to 5% to 18%.

We strengthen the bond between fathers and sons during pregnancy, forever.