2020’s expectant and new moms were deprived of traditions in the midst of a pandemic. Scary Mommy surveyed moms and learned that, due to the pandemic, 95% of those expecting said they couldn’t treat themselves, 86% said they will not have a real baby shower, 82% said they won’t be able to have a maternity or newborn photoshoot. Wanting to celebrate mom, Kimberly Clark engaged Huggies' commercial photographer, selected two families to feature, architected a how-to guide for at-home photoshoots, and built a surrounding content program around it. All to let moms celebrate. The program resulted in 20.2 million total impressions, and CTRs on Pinterest that surpassed benchmarks by 4-times.