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Huggies Brand Rewards Moms Through Social Media Campaign With Circle of Moms Community

Planned by appssavvy and Mindshare, Huggies Engages Circle of Moms' Rapidly Growing Community of More Than 3.5 Million Moms (June 29, 2009)

NEW YORK, NY -- (Marketwire) -- 06/29/09 -- appssavvy (, in partnership with Mindshare (, today announced a social media campaign connecting Kimberly-Clark's brand, Huggies, and Circle of Moms (, the fastest growing community for moms on the Internet.

Unlike working with traditional Web properties, the contextually-relevant and integrated sponsorship program connects Huggies and its Enjoy the Ride Rewards ( program into the social graph of what people are saying and doing, in this case more than 3.5 million moms socializing on Circle of Moms through its website or on Facebook. Circle of Moms enables moms to address the challenges of motherhood together. Moms can choose from more than 4,000 different communities to find one that speaks to their needs, get parenting advice, product recommendations, empathy or encouragement in a safe environment.

Huggies Brand's effort with Circle of Moms includes the creation of a customized "Huggies Zone," which incorporates content, such as an Expert Advice column, a Mom to Mom forum and age specific diaper information, as well as social components, including uploading a photo of your baby and taking a parenting poll. Moms interacting with any of these components are also given rewards codes for the Huggies Brand rewards program. The Huggies Zone on Circle of Moms is also cross promoted with the Huggies Facebook fanpage.

"Our goal in starting appssavvy has been to connect advertisers and developers of social media applications on Facebook, MySpace, the iPhone and other platforms in relevant, non-traditional ways that embrace social media, rather than detract from it," said Chris Cunningham, founder and CEO of appssavvy. "The relationship developed between Huggies Brand and Circle of Moms is more than a campaign. It models how a brand can engage in social media as if it was just another friend or in this case, another mom."

The Huggies Brand rewards program, which targets the millennial mom, offers her chances to earn valuable rewards, win instant prizes and more. In addition, Huggies is giving away a one year's supply of diapers every day for the next year.

"The Enjoy the Ride Rewards program is designed to establish a strong relationship with moms as they begin their journey through motherhood," said Jeff Dawson, vice president of the Huggies brand. "Circle of Moms, the fastest growing community for moms on the Web, is the perfect environment, specifically in the social graph, to build on our efforts in relevant and meaningful ways."

"We are very proud of the incredible community the millions of moms have created through Circle of Moms," said Ephraim Luft, CEO of Circle of Moms. "Huggies is the exact type of brand our partnership with appssavvy is designed to engage with Circle of Moms. Its rewards program, added-value content and expertise simply improve the community and enable a leading brand and its target audience to connect in positive ways."

Advertisers and agencies interested in marketing through Circle of Moms, can reach appssavvy's direct sales team at

About appssavvy

appssavvy is a direct sales team for the social media space. The company, based in New York City and backed by TRUE Ventures, Scott Kurnit, founder of and The New York Times Company, connects hundreds of social media applications with leading brands and agencies. Partnered with the largest vertical social applications in entertainment, moms, travel, games and pets, appssavvy provides advertisers with contextually-relevant programs reaching an audience of more than 50 million unique online consumers. appssavvy creates opportunities across the largest social platforms for brands to share in social activity around content, community, planning and product recommendations. For more information, visit

About Kimberly-Clark

Kimberly-Clark and its well known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people -- nearly a quarter of the world's population -- trust K-C brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No.1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 137-year history of innovation, visit

About Circle of Moms

Circle of Moms is the fastest-growing community for mothers on the Internet. Launched in October 2008, Circle of Moms has over 3.5 million members and continues to grow quickly. Moms are able to connect with other moms like them to share stories, parenting advice, product recommendations or doctor recommendations. Users can access the Circle of Moms community through its website ( or Facebook application (, making the community as easily accessible as possible. The company, based in San Francisco, is backed by Maples Investments and SoftTechVC.

About Mindshare

Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world's leading communications service group with $63.5bn in billings (source: RECMA). For more information, please visit

Steve Stratz
Illuminate Public Relations for appssavvy
Email Contact

Minou Nguyen
Illuminate Public Relations for appssavvy
Email Contact

Ephraim Luft
Circle of Moms
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