Among the many nuances in the journey of a new Chinese Canadian mom, there are several key milestones that are unique to her culture. Most notably, the baby’s first 100 days has traditionally marked its survival past infancy. This iconic event is celebrated with friends and family and the baby is showered with gifts and lucky red envelopes.

Huggies recognized and celebrated this momentous journey of a new Chinese mom in bringing her baby into the world with “100 Days of Hugs”. From pregnancy to her baby’s first 100 days, the eCRM and direct mail program established a meaningful connection with moms by acknowledging key milestones unique to her culture.

Online, print, out-of-home and social media drove traffic to the microsite for registration; and personalized emails and digital coupons encouraged moms to hug their babies with the softness of Huggies Little Snugglers diapers throughout her baby’s growth and development. On her baby’s 100th day, she received a special red envelope filled with great offers in the mail, to help her prepare for her baby’s next phase in life.