Case study on Huggies’ app— How mobile weaves the brand into moms’ everyday lives

(10 Oct, 2014) To establish a strong bonding with moms, Huggies Pull-Ups, as the market leader in potty training pants, has launched the “Time to Potty” app, featuring potty timer and mini-games. It helps moms and kids get through the potty training and achieve the developmental milestone of kids. 

Mobile as the most intimate device to assist in potty training
According to Time Inc., 98% of women stick to their mobile whenever they went. More specifically, nearly 70% of moms use mobile for kids’ entertainment, such as playing games.

As kids’ potty training can happen anywhere, mobile became the most convenient, personal and receptive medium to carry out the work for Huggies’ target audience, moms.

Personalized timer and reminder according to individual kid’s daily routine
The app reminds moms the specific potty time of kids. You can set your daily schedules including “Wake & Bedtime” and “Potty Break Duration”. Push notifications will be sent automatically at every potty time. 

The personalized reminder frees moms from the hassles of having to remember all time intervals and maintains the consistency of potty time for the kids, which in turn enhances the progress to successful potty training.

Reward kids for small successes
After responding to the potty time, kids will be presented with a wide variety of mini-games, for examples, blowing candles, assembling puzzles and colouring. Some even features popular Disney characters.

These fun games serve as important incentives to shape the kids’ habit, easing moms’ efforts to reward and encourage the kids. 

New games to be unlocked every week to prompt repeated app visits
Upon downloading the app, there are 8 available games. Additional games can be unlocked every week. This constant updates strengthen the incentive power of the app, keeping kids’ returning, and so as their moms.

Personalized report email to track progress and prompt sales
With only a tap or two, moms can record if the kids have used the potty each time and if they wet the pants. Report on the training progress will be sent via email every week with special offers on Huggies’ training pants and wipes.

So the personal progress report does not only promote the open rate of emails, but creates synergy for sales increment across different digital platforms.

Leveraging women’s reliance on mobile and attractiveness of mobile games to kids, Huggies has assumed an intimate role in mother-and-child relationships, thus enhancing customers’ brand loyalty.