Huggies: Up Early Tonight

The Ask

Distinguish Huggies as a bold brand that really “gets” moms by creating a first-to-market content series tailored to their exact interests and media consumption habits.

The Insight

Once a baby comes, most institutions and societal messaging becomes solely centered on the baby's needs. Scary Mommy and Huggies knew that moms were in need of support, too. We’d reach them in the most urgent and unlikely of times: the wee hours of night often occupied by feedings, changings, and endless scrolling.

The Solution

Scary Mommy developed Up Early Tonight, the first-ever late night talk show for and by moms. With four 20-minute episodes, Up

Early Tonight launched in December 2020 on Hulu, aiming to empower and entertain moms to help them feel less alone, more connected, confident, and understood. And it wasn’t all bottles and onesies. The show covered sex, relationships, fashion — everything a mom wants to entertain herself with after hours. To engage Scary Mommy’s community and promote the series, we created Up Early Tonight Insider Club, a custom website where fans could see trailers and sign up to receive early access to content. The site also offered a chance to win a custom Late Night Swag Box that included Huggies sampling.

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Up Early Tonight Hub

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Behind-The-Scenes "Up Early Tonight" streaming on Hulu

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Twitter Watch Party

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The Results


of viewers had a positive opinion of the partnership, with sentiment towards Huggies shifting from “I thought of it as a traditional brand” to “a trendy brand that moms like me go to and trust,” “high-quality,” and “fun.”



of viewers agreed they had a more positive opinion of Huggies because of its involvement in Up Early Tonight.



people signed up for the Up Early Tonight Fan Club.

Shortlisted for OMMA Awards, 2020