Pampers wanted to develop a relationship with modern, mobile moms and become a 'go-to' information source by bringing them extraordinary content in an innovative way. One of the first 1,000 apps available for the iPad at launch, Hello Baby continues to be the only pregnancy calendar created specifically for the device. Moms can view rare, life-size images of the baby next to their tummy, zoom in on details, and share weekly milestones by posting the baby's growth on social media. This all contributes to a unique experience, garnering trust, and forming a lasting connection with the brand.