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P&G’s Dreft app shares baby milestones via one-click baby book

Dreft

Dreft's app organizes and shares baby photos

Procter & Gamble brand Dreft has introduced its first mobile application with the goal of helping expecting and new parents chronicle special moments from pregnancy through their baby’s first year.

The baby laundry detergent’s Amazing Baby Days app enables users to organize important photos such as the mom-to-be's growing belly, track gifts, document important firsts such as sonograms and then easily publish a digital book that can be shared. To promote the app, Dreft has partnered with Kevin Jonas of the Jonas Brothers and his wife Danielle, who are expectant parents, to record and share their experiences as they prepare for the arrival of their baby.

“We understand that new and expecting parents are more connected to their mobile devices than ever before,” said Robert Reiss, brand manager for Dreft at P&G, Cincinnati, OH. “As one of the most trusted brands in baby care, we felt uniquely poised to provide them with a useful mobile tool that is enjoyable and beneficial for this particular stage in their lives.

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“The Dreft Amazing Baby Days App is a fun, simple and convenient way to capture, document and share special moments, from pregnancy through baby’s first year, right from a smartphone or iPad,” he said.

“There are so many exciting features in The Dreft Amazing Baby Days App – but what we are most excited about is the one-click baby book. All entries, important photos, fun baby moments and milestone entries from bump to first birthday are saved in the app so parents can click one button and have an entire beautiful baby book completed for them to easily publish and share.”

Mobile parents
Throughout the coming weeks, consumers will be able to view exclusive content from the Jonas couple on Dreft’s Facebook page and Twitter handle.

New and expecting parents are increasingly making mobile a key part of their lifestyle and relying on it to help them answer questions as they pop up, capture special moments and organize their hectic lives.

The Amazing Baby Days app has a variety of features combining daily information tracking and photo organizers with the ability to share special moments via social media.

For expectant parents, the Bump Tracker enables users to photo montage belly shots month by month. The Gift Tracker tracks baby gifts via photos and notes while also reminding users to send a thank you note and share a photo while the Milestone Firsts makes it easy for users to document important firsts such as sonograms.

Organizing photos
During a baby’s first year, parents can use the app’s Track and Share feature to create birth announcements and a monthly highlight snapshot as well as track milestones.

Users can also organize all photos by month and milestone and use a variety of photo generators to, for example, put their baby in old-fashioned clothes or otherwise alter photos.

With all entries saved in the app, parents can use the One-Click Baby Book feature to create and publish a baby book that can be easily shared.

The app is available to download for free on the Apple App Store.

“We want to reach moms-to-be and new moms in an innovative and relevant way, so they don’t miss out on capturing important moments in the lives of their babies,” Mr. Reiss said.

“We’re giving moms a useful and enjoyable way to document special moments, from pregnancy through baby’s first year with the Dreft Amazing Baby Days mobile app, which alleviates the stress and pressure new moms sometimes feel to create the perfect baby book that properly documents all of the special moments from their pregnancy and their baby’s first year,” he said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York

Associate Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.

 
Related content: Content, Procter and Gamble, Dreft, mobile applications, Amazing Baby Days app, Robert Reiss, mobile marketing, mobile

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