Podcast Mais Abraços by Huggies

“Mais Abraços by Huggies" serves as a content platform developed by Kimberly-Clark, aiming to be a go-to resource for parents navigating the challenges of parenthood. This platform addresses the needs of parents who may feel overwhelmed or lack access to quality healthcare, providing them with specialized guidance during moments of uncertainty and anxiety.



The project involves expanding the Mais Abraços platform into a new and growing format: audio. According to Spotify, audio has become a primary source for activities such as connecting with family, staying informed, and enjoying "me time," leading to a 30% growth in the time spent on audio content by millennial and Gen Z parents.



The project's core concept involves amplifying the voices of experts, supported by influencers who are perceived as close friends within the More Hugs community. This collaborative effort aims to bolster the Huggies brand and provide valuable support to parents on their parenting journey.