HUGGIES PULL-UPS ︎ DISNEY JR. ︎
✳︎ PULL-UPS LEADERSHIP POSITION IS UNDER THREAT BY ARM CHAIR ‘EXPERTS’ CALLING OUT THEIR PRODUCT CREDIBILITY WITH NO MEANINGFUL WAY TO DEFEND THE BRAND. PARENTS HAVE NEEDS THAT GO BEYOND JUST THE PRODUCT. THEY CRAVE EDUCATION, SUPPORT AND AN ABILITY TO FIND WHAT WORKS FOR THEIR CHILD AND UNIQUE SITUATION.
THE CHALLENGE
How might we grow Pull-Ups household penetration by becoming the most trusted source in potty training?
“ALIGNING A COMPANY’S BRAND CUSTOMER XP AND DIGITAL BUSINESS DRIVES REVENUE 45% FASTER, EARNING A 43% HIGHER PROFIT MARGIN.”
Deloitte, 2024 Digital Transformation Study
OUR SOLUTION
Empower Trainers
Educate caregivers on developmental methods to teach.
Educate caregivers on developmental methods to teach.
Learn BIG KID Skills
Practice the skills needed to master potty training meeting Potty Plan milestones.
Practice the skills needed to master potty training meeting Potty Plan milestones.
Motivate and Reward
Interactions with beloved Disney Jr. characters keep Big Kids engaged.
Interactions with beloved Disney Jr. characters keep Big Kids engaged.
Unlock Fun
Big Kids play along with the Disney band for positive reinforcement and success.
Big Kids play along with the Disney band for positive reinforcement and success.
BUSINESS IMPACT
CONVERT EVERY HUGGIES CUSTOMER INTO A PULL-UPS BUYER
53% of Huggies buyers are lost during the transition to Pull-Ups.
ENSURE PARENTS CHOOSE PULL-UPS DURING EVERY STEP OF POTTY TRAINING
55% of Huggies buyers don’t consider the training pants method.
THE RESULTS
100K DOWNLOADS IN 5MOS (ORIGINALLY A 12MOS GOAL)
4.0+ STAR RATING ON BOTH APP STORE & GOOGLE PLAY
HIGHLY EFFICIENT $5.30 CPA, BELOW $10 TARGET
3M 50S AVG PER SESSION, EXCEEDING 1–3 MINUTE TARGET
77% OF DOWNLOADS REGULARLY ENGAGE WITH THE APP
80% AGREE THE APP MOTIVATES THEIR CHILDREN
DESIGN LIBRARY
APP FEATURES
ACCOUNT CREATION & ONBOARDING
Introduction
First-impression messaging features Pull-Ups and Disney Jr. branding.
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First-impression messaging features Pull-Ups and Disney Jr. branding.
Sign-In
Required of parents to access all features of the app.
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Required of parents to access all features of the app.
Personal Info
Account creation requires minimal information to start.
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Account creation requires minimal information to start.
Onboarding
Account authentication kicks off privacy and notification permissions.
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Account authentication kicks off privacy and notification permissions.
CHILD PROFILE SETTINGS
Settings
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Manage your account and profile settings such as notification preferences and privacy permissions.
Child Profile
Manage each child’s profile information. Provide the toddler’s name and birthdate for a tailored experience.
Band Leader Selection
Select either Mickey or Minnie as the band leader for the BIG KID Center celebrations.
Readiness Quiz
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Take the Pull-Ups exclusive Readiness Quiz to determine the best next steps for you and your child.
PARENT HOMESCREEN
The home screen provides the caretaker with a complete view of the toddler’s previous activity. The screen takes on three forms based on the potty training progress, allowing the app to emphasize the right actions and reduce cognitive strain of not-yet or no-longer relevant information.
Pre-Training
This phase appears after the parent signs up and comes to the dashboard for the first time.
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This phase appears after the parent signs up and comes to the dashboard for the first time.
Active Training
This phase appears after the parent begins potty-training the toddler.
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This phase appears after the parent begins potty-training the toddler.
Post-Training & More to Learn
This phase appears after the child completes all seven training milestones and now begins graduation.
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This phase appears after the child completes all seven training milestones and now begins graduation.
POTTY TRAINING PLAN
Pre-Training![]()
The seven milestones are introduced: The Basics, Wiping, Stays Dry–With Help, Stays Dry, Mess Free–With Help, Mess Free, and On The Go.
Active Training
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Once the user starts training, parents can see the child’s milestone progress and tap to learn more.
Milestone Education
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Parents learn how milestones tie to BIG KID Band and now have access to reading about top skills and articles that help teach.
Milestone Progress
These screens appear once the child starts a new milestone and shows detailed progress of each of the seven milestones.
Graduation
After graduation is complete, parents who open their plan can see content such as night training and long-term potty hygeine.
After graduation is complete, parents who open their plan can see content such as night training and long-term potty hygeine.
EVENT LOGGING & RESULTS
Event Logging
A simple, intuitive questionnaire asks parents to provide details of a potty event.
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A simple, intuitive questionnaire asks parents to provide details of a potty event.
Character Interactions
If the child has a successful attempt, Mickey or Minnie will appear and congratulate them on a job well done.
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If the child has a successful attempt, Mickey or Minnie will appear and congratulate them on a job well done.
Results
A summary of the event is provided along with relevant calls to actions based on the child’s level of success.
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A summary of the event is provided along with relevant calls to actions based on the child’s level of success.
BIG KID CENTER - THE BAND
Playable Instruments
Each character has a playable instrument that a child can play anytime. A full instrument track is unlocked when each milestone is completed for the child to play along with, hinting at the final completion song.
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Each character has a playable instrument that a child can play anytime. A full instrument track is unlocked when each milestone is completed for the child to play along with, hinting at the final completion song.
Graduation Song
Once all milestones are completed and characters and instruments are unlocked, the band will come together for one final song to celebrate the BIG KID’s successful potty training completion with a custom Disney song.
Once all milestones are completed and characters and instruments are unlocked, the band will come together for one final song to celebrate the BIG KID’s successful potty training completion with a custom Disney song.
Play Timer
Anytime the BIG KID Center is launched, a timer will be set before entering. When the timer runs out, a modal will interrupt the child’s play in that moment. Caregivers will have an option to unlock for more time, if needed.
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Anytime the BIG KID Center is launched, a timer will be set before entering. When the timer runs out, a modal will interrupt the child’s play in that moment. Caregivers will have an option to unlock for more time, if needed.
NATIONAL LAUNCH
WE LAUNCHED IN APRIL 2025 ︎
Both Pull-Ups and Disney have continued to support the app, working with partners to create new experiences and richer education for parents. As new features are added, designs evolve and components remain flexible.