In partnership with Pandora radio, the Huggies Baby Making Station was designed to be a one-month promotion, launching on Valentines Day, and lasting from February 14th to March 14th. During that time, it gave those who tuned in a playlist of the greatest love making songs ever composed. It quickly became one of Huggies’ boldest activation efforts to date… we were literally encouraging couples to make a baby.

On Valentine’s Day, we launched the Huggies Baby Making Station, a branded radio station on Pandora using their mobile app as our audio platform. The station brought together a collection of the greatest love making songs ever written into one place, and ran ad-free so couples could get in the mood and stay in the mood. Over 2.5 million lovers were lured through social media posts on Facebook, as well as radio and display ads on other Pandora stations. And although paid support officially ending March 14th, Pandora has continued to keep the station live due to popular demand.

The Huggies Baby Making Station was one of the most successful branded stations in Pandora’s history, exceeding their benchmark station add rate a record-breaking 5 times over, and getting worldwide press in the process. In one month, people tuned in for over 20,000 hours, equaling over 2 years of Huggies branded listening. With a total cost of $75,000 (US), our investment for the tune-in time alone breaks down to just over a penny (.014 cents) for every minute spent with our baby making demographic. And with an average listening time of 23 minutes, Huggies was engaged with their target audience longer than ever before. But did it work? While the official results won’t be in until 9 months, Huggies has already received confirmed pregnancy reports from couples who conceived while listening to our station – making them the first diaper brand to actually make a baby.