Huggies’ Tumblr blog is the TMZ for moms

“People would quickly be turned off if we were just selling them all the time,” says Kevin Brown, commercial program manager for Huggies.

What you do get on the Highchair Critics site is a sort of tongue-in-cheek version of TMZ, if it was run by and for babies.

“It’s Paris Hilton at age 18 months,” Brown says. “That’s kind of the point. It’s done with a wink and a smile.”

It’s a mix of celebrity baby photos and must-share videos, and the aim is pure entertainment. And people have certainly been entertained.

According to a report from Edelman, the agency that worked with Huggies to create the Tumblr, Highchair Critics outpaced the growth of the Huggies Facebook page for a time, which proves that content can make a big impact.

Tumblr tryout

Around the fall of 2010, Huggies was in the middle of a big advertising campaign for its Little Movers diapers, which were being promoted as “shaped to fit.” Edelman came to the company with an idea of something that would tie in to the campaign, be a lot of fun and have appeal for the target audience, millennial moms.