Moms still work on Mother’s Day. 33% say they spent the day doing chores—on top of getting everyone to brunch after cleaning up breakfast in bed, on a no-school, no-childcare Sunday.

Taking time for yourself is necessary, but not necessarily easy. So we gave moms cash to hire cleaners, babysitters, meal prep chefs—whatever helped them actually take Mother’s Day Off.

We also worked with HR to create a company policy making the Monday after Mother’s Day an official, paid holiday.

Without any paid media, the campaign saw a nearly 4% engagement rate on organic social—a 1,188% YOY increase—and brought in over 3,500 new followers.

Andy Cohen’s daughter famously had one wish for her 3rd birthday—underwear. She’d been in Coterie diapers from birth, so while this was a bittersweet goodbye, we wanted to make her dreams come true

We threw her a surprise “Potty Party”—with an underwear-themed cake, card, and lots of big-girl underwear.

Press: Today, People

While NYC was celebrating the Knicks winning the NBA Championship, we popped up along the parade route to celebrate the impending baby boom.

Led Coterie’s skincare launch from product naming and packaging, to site copy and OOH campaign.

To introduce our hero product Bun Balm diaper + dry skin ointment—for the softest, sweetest buns and rolls—we opened the Coterie Bakerie for one weekend only.

Featuring a giant Bun Balm-shaped bun sculpture and edible Bun Balm-shaped buns, baked by Raf’s.

When you have a baby, you’re also reborn. You change on every level—from your brain structure to your DNA.

But instead of seeing the beauty in this metamorphosis, society pressures new moms to bounce back to who they were.

So we invited new moms—throughout different stages of pregnancy and postpartum—to reflect on and honor the ways they’ve changed.

Press: Vogue, People

Over 100k 2nd, 3rd, 4th—even 8th—time parents have come back to Coterie diapers. These are parents who’ve been around the block and learned from experience why a really great diaper is worth it. Basically, they’ve seen some sh*t.

The month the campaign launched we saw our highest revenue, non-buyer to buyer conversation, and social engagement ever.

Parents are bombarded with more child-rearing guides and “do it this way”’s than ever, but The singular, universal Guide to Parenthood doesn’t exist.

So we created many Guides to Parenthood—exploring unique paths to and through parenting, free of judgment and rigid advice.

As a sleep-deprived new parent, I enjoy making content for other sleep-deprived new parents :)