Agency: Organic (Omnicom)
Role: Associate Creative Director

Pull-Ups wanted to go beyond selling training pants—they wanted to support parents with real guidance for their child’s potty training journey. Working with child behavior experts, we created Big Kid Academy, a comprehensive digital resource designed to provide personalized potty training advice tailored to each child’s unique learning style.

Big Kid Academy was a complete redesign of Pull-Ups’ digital ecosystem—website, app, and drip email campaign—where parents could create an account and receive expert-backed articles, tips, and encouragement at every step of the process.

A broadcast campaign, packaging redesign, and social media push introduced new parents to the Academy and reinforced Pull-Ups as a trusted partner in their child’s transition to independence.

The results? Six months after launch, enrollment increased by over 400%, proving that parents weren’t just looking for a product—they were looking for support, confidence, and a plan.