DREFT AMAZING BABY DAYS MOBILE APP
For more than 75 years, moms have trusted Dreft detergent to cuddle their babies in clean, soft, fresh fabrics. But Dreft wanted to develop a deeper relationship with new moms—one that starts even before Baby is born and continues throughout Baby’s first year. With so many brands fighting for mom’s attention, we knew the key to staying top-of-mind was to provide genuine value to her during this amazing—but crazy—time in her life.
THE INSIGHT
Online conversations revealed a very powerful insight: Moms take photos and record baby’s stats, but they are strapped for time and feel guilty for not creating that “perfect” baby book. So we launched Dreft Amazing Baby Days, the only app that let Mom capture the unforgettable chapters in the story of her baby’s first year and create the perfect baby book – just by using her phone.
MORE WORK
