The launch events saw media and celebrity moms mingle with members of the Huggies Momville and Facebook communities at a lavish baby shower to celebrate the 'birth' of Huggies Momville.
The events, held in sumptuous homes in Cape Town, Durban and Johannesburg provided an opportunity for moms and their little ones to meet and chat, whilst enjoying food and surroundings worthy of Pinterest.
"We wanted to use the launch as an opportunity to bring Huggies Momville's virtual community to life, essentially taking the online, offline," explains 34Woman Managing Director, Judy During.
This intent has also been carried through to in-store channels where Huggies® Momville is being actualised through a variety of innovative activities and displays.
Arresting window displays in Baby City stores around the country break through the clutter, bringing Momville to life by recreating the village street shown on the Huggies Momville web and mobisites.
Huggies in-store activators use iPads to demonstrate the benefits of joining the online platform while also encouraging shoppers to buy Huggies New Baby by demonstrating the product features on lifelike dolls.
Registration for Momville is via USSD or online at www.huggiesmomville.co.za and moms who sign up for Huggies Momville in store, receive the added benefit of a free gift.
"We're very excited by the take-up of the Momville platform among mothers and look forward to building the programme into an even more invaluable resource as we head into 2013," says Huggies New Baby Brand Manager, Rego Mashilwane. '
