The Punchbowl Trends Blog

Marketing insights from the leading celebrations site for moms

Punchbowl Partner, Huggies, Nominated For a Shorty Award!

March 01, 2013 · in Content Marketing

shorty awards nominations We’re sending a proud congratulations to our partner, Huggies, and their ad agency, Social@Ogilvy, for their Shorty Award Nomination.

The Huggies Baby Shower Planner is nominated for the Shorty Award for Best Overall Brand Presence on Pinterest. This campaign guides moms and baby shower hosts through the entire shower planning process from theme to invitations to party ideas. To start, Huggies established a number of creative and unique baby shower themes (think Woodland Creatures, Ahoy Baby, Vintage, and more.) Knowing the value of great visuals (especially on a site like Pinterest), they then did a dedicated photo shoot to build an army of images, which they use in themed boards on their Pinterest page.

The campaign microsite displays each baby shower theme (18 in total) for moms and party planners to scroll through. Once they select a theme, they have two things to do. First, send the themed invitation for free through Second, visit the theme-specific Pinterest page where moms find ideas and inspiration for everything from table settings, floral arrangements, food and drink recipes, diaper cakes, and more.

huggies baby shower planner with punchbowl

The Huggies Baby Shower Planner website displayed the 18 shower themes with the matching invitation that hosts send for free through

From the beginning Huggies knew they wanted to establish their brand as the go-to diaper option for moms, and the way to do so was to get their brand in front of moms before the baby even arrives. The obvious place: baby showers.

Partnering with Punchbowl allowed Huggies to reach their target audience at the right time: when they’re planning the baby shower. They’re also able to provide moms with great ideas that they can use to make their baby shower the best one around. The key here: Huggies is solving a problem for moms and shower hosts, not just selling them diapers. This makes their brand more credible in the critical eye of moms who can spot a cheap sell in their sleep.


The Shorty Awards highlight la crème de la crème of social media marketing as executed by people, brands, and ad agencies. Nods are handed out for work on Twitter, Facebook, Tumblr, YouTube, Foursquare, Pinterest, and more. Shorty Award Winners will be announced at a ceremony in New York City in April.

You can read the complete nomination for the Huggies Baby Shower Planner on the Shorty Awards site