In conjunction with the launch of the Potty Partnership, we designed a mobile-first site experience that introduces the program to mom, allows her to take a quiz to determine her child’s training personality type, and offers a customized potty training curriculum based on the way her kid learns.
To help moms quickly understand the Potty Partnership, we created a program overview video that details the process.
Understanding your child’s potty training personality is a key to the program, so we created banners that drive moms to our online assessment quiz.
To kick off the campaign, we made a launch spot that shows the absurdity of potty training the old way, and invites mom to ditch the diapers and train with Pull-Ups.
To make the work both familiar and engaging to moms, we created meme-style ads and social posts that highlight potty training moments and personalities.
A campaign goal was to distribute content to the places where mom already goes. To that end, we created a suite of personality and curriculum-based Pinterest boards.
The Pull-Ups social channels represent another great opportunity for mom to engage with the product and curriculum.
We also created a series of ongoing 'mini-lessons' that tackle some of mom's most common potty training questions.
