appssavvy, in partnership with Mindshare , has announced a social media campaign connecting Huggies with Circle of Moms. 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. 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.”