The communication of diaper brands in Brazil are very similar to each other, always using the image of cuddly babies to sensitize mothers. Huggies was the first brand to set mothers as protagonists in their communication, being a partner of her so she can make the most of every moment with your child.

The ultrasound exam is when a mother first sees her baby. To prove that Huggies stands beside mothers in all the challenges of motherhood we allowed Murilo's and another 3 visually impaired moms-to-be to live this unforgettable experience. We brought 2 technologies together - 3D/4D ultrasound machine + 3D printer - to create a real-size sculpture of their unborn babies so they could touch and feel them. Their stories turned into a 4-film online campaign including versions with audio description for the visually impaired run by Huggies all worldwide reinforcing the brand’s proposal. By combining this highly shareable content with an aggressive global PR strategy we reached more than 30 countries and 60+ million impacts within a week, with over a billion impressions, mentions and segments. The campaign became the most shared content in Huggies Brazil's channels and keeps inspiring women worldwide to express their proud to be a mother.

For a woman there’s nothing more influential than listening to another woman. Especially when facing the challenges of raising a baby. So we aimed at creating a content with universal language that could deeply touch our target and inspire them to share it taking advantage of the year's most sensitive period for women: the weeks leading to Mother's Day. As the idea was based on existing widespread technologies combined for a completely new, life-changing outcome we targeted PR worldwide so it could be presented as a new solution for prenatal care of visually impaired pregnant woman.

The videos were launched online for the 2 million Huggies fans and followers in Brazil (YouTube and Facebook), instantly turning them into a highly shareable content. Viewers were also pointed to a website (with both Portuguese and English versions) that had a gallery with all the videos plus a virtual exhibition with the 4 baby sculptures and comparisons with their respective ultrasound exam scans. The campaign was boosted up by an international PR strategy including US and Canada, Europe, Asia and Latin America, combined with a global partnership with Google’s TrueView and Facebook’s VideoAds platforms. All of this strategically happening during the weeks leading to Mother's Day, making the campaign a perfect fit for the universal media agenda.

In just one week the campaign exploded in mainstream media:

• More than 60 million people impacted in at least 30 countries

• 2.3 billion media impressions

• 11 MM views on YouTube and Facebook

• Most shared & liked video in the history os Huggies Brazil's fanpage/channels.

• 2nd most watched & shared video in the history of Huggies global fanpage/channels.

• US$ 8+ MM worth in earned media to this day, including segments in The Huffington Post, Time Magazine, People Magazine, ABC TV, CBS News, CNN, FOX News, New York Daily News, UK Daily Mail, The Telegraph, Mirror, RTL Nieuws, Rede Globo, Mashable, BuzzFeed, FastCompany, C|Net, Reddit and more.

The scope of the campaign even ignited a media debate on the use of technologies such as 3D printing for medical purposes and is already being referred as a benchmark in prenatal care.

Huggies talks to mothers. And also to every woman that wished to become one. To truly engage our target audience in an emotional way we needed to tell a true story. So we went in search of visually impaired women with their babies on the way and took 4 of them for a routine ultrasound exam. We then used their exam results to re-create their babies in 3D and turn them into real-size sculptures using a standard 3D printer. And finally surprised each of them after the exam. Their natural reactions became the center of each film in the campaign, bringing the brand’s proposal in a whole new way of touching our target. Each video also had an additional version with audio description for the visually impaired, proving the brands commitment to literally every mom.

As Mother’s Day approached Huggies saw the opportunity to reinforce brand proposal of being a loyal partner in all the challenges of motherhood. That’s when we came across a fact: among the nearly 3 million women that become pregnant each year in Brazil close to 45,600 are visually impaired and end up missing the most beautiful moment of pregnancy: meeting their unborn baby for the first time during the ultrasound exam. Our idea was to provide an experience they never imagined and turn it into a way of inspiring mothers to make the most of each moment with their child.

Huggies is the segment’s first brand to shift its focus to mothers other than the babies, positioning itself as a real partner for all the challenges of motherhood. Nearly 3 million women become pregnant each year in Brazil and have the chance of seeing their unborn babies during the ultrasound exam. But among these, close to 45,600 are visually impaired and can not live this moment. Our idea was to provide an experience they never imagined and turn it into a way of inspiring every mother to make the most of each moment with their child.