A Tumblr "baby bloggers" campaign helped Huggies reach a huge number of moms, says brand digital lead Steven Strubbe. The Tumblr page drew more than five times as many page views as Huggies' Facebook page during the launch period, building brand awareness with moms and helping to drive purchase positions, Strubbe says. "It's clear that when we cross-promote ... it allows us to have a more amplified effect with engaging moms," he adds.

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