CASE STUDY: Malaysian mothers flaunt their ‘bump’

Background

As there are much competition in the premium milk market, Friso needed a way to win the hearts of first-time pregnant women.

Aim

To help pregnant Malaysian women to overcome their self-consciousness around their looks and body.

Execution

A celebrity DJ mum started uploading pictures of her ‘bump’ onto Facebook and encouraged other mums-to-be to join in. As a result, more and more photos of ‘bumps’ were posted onto Friso’s Facebook page to share, comment, vote and compete with other mothers-to-be. Mums also generated conversations on the page to share and flaunt.

Results

The campaign attracted more than 20,000 mothers to join and had 104,600 'likes' and comments, creating US$1.2 million worth of earned media. There was an increase in Friso sales of 32 per cent over the campaign period, with a 38 per cent of increase in brand consideration and 160 per cent improvement in scores for a “Brand I trust” survey.