Earlier today, appssavvy announced a partnership with Mindshare to launch a campaign connecting the Huggies diaper brand with moms on Circle Of Moms, a large online community of moms growing daily. As part of the campaign, a new "Huggies Zone" will be added to Circle of Moms, which will feature appropriate content, expert advice, age-specific diaper information, and of course a forum for moms wishing to connect or seeking advice from other moms. Additionally, the campaign will incorporate Huggies's rewards program already running, which (amongst other things) awards one mom a year's supply of diapers every day. The "Huggies Zone" will also be cross-promoted on Huggies's Facebook Fan Page. Founder and CEO of appssavvy, Chris Cunningham, explains best himself why I chose to highlight this promotion: "The relationship developed between Huggies Brand and Circle of Moms... models how a brand can engage in social media as if it was just another friend or in this case, another mom." Huggies is another example of a brand who "gets it." By engaging with customers in a space in which they're already active, and keeping the focus on relevant information and advice rather than just another sales pitch, Huggies is forging genuine connections with social media savvy moms all over. Rather than try to bust its way through the cluttered ad space, or even the increasingly cluttered social media spaces on certain larger social networks, Huggies is bringing added value to a very focused community. I just wanted to take a moment to highlight this cool move from Huggies, Circle of Moms, appssavvy and Mindshare and give them two thumbs up on a great campaign plan.