The final trimester of pregnancy and early into childhood is a pivotal time to influence new moms as they are searching for ideas and information.

In her third trimester, the Point of Market Entry (POME) Mom is actively planning for her baby and her shopping behaviour is changing as she considers retailers and adds new items to her basket. She is open to be influenced. However, Walmart may not be top of mind as a destination for her new baby needs.

The goal was to reach the POME Mom early in her journey and showcase Walmart as the destination for all of her baby's needs, big and small.

POME Mom is looking for guidance and solutions that help save her time, money and stress. As she prepares for baby's arrival, Walmart wanted to inspire her with the chance to design her baby's room, showcasing the practical solutions and affordable essentials available at Walmart.

The campaign included the Walmart.ca splash page; an online media buy through BabyCenter.ca; Walmart.ca; YummyMummy.ca; BabyCenter eblast; Live Better Advertorial; a feature in Disney Today's Parent advertorial; Walmart Facebook post; and a banner in Walmart Baby Catalogue.

The results were 127% growth for Huggies diapers and 179% growth for Huggies wipes. There were also 19,065 unique visitors to the splash page with average time spent on page being 8:06 mins (vs. average of 3:13) and almost double than average click through rate on banner ads.