Results and Effectiveness

5.7 times more home delivery orders via the mobile app vs the Friso website No. 2 ranking app on iTunes app store 160,000 app check-ins 1,700 baby profiles created 800 photos posted +8,478 increase in fans within 3 months. +481% increase in Facebook engagement rate

Creative Execution

To win, we needed to take the battle away from paid media, create our own space. The ‘Friso Journey’ mobile application was born. The application embraced parenthood and celebrated the little things in life that makes the parenting journey so special & so rewarding. Based on their own unique moments with their kids, parents kept an electronic log of all that they have done together. These moments then become the currency to determine how wonderful parents they were. Using check-ins & photos, every parenting milestone gets recorded and shared on facebook. Parents needed to complete tasks to unlock badges and earn Friso points to redeem fabulous vouchers & gifts. We even added a home delivery function so that busy Singaporean parents can spend more quality time with their children.

Insights, Strategy and the Idea

Singapore like most competitive and commercially driven societies, suffers from shrinking birth rates and delays in family planning (not good news for infant milk powder brands). While the market shrinks, ad spends in the infant milk category are on the rise and extremely competitive with a total of 7 key competitive advertisers, all with similar ingredient claims and functional benefits. We needed to create a deeper more meaningful connection with the new generation of young, time starved Singaporean parents. Urban parents have less time for their kids, and thus suffer extreme guilt. The insight that we uncovered was – the biggest struggle of urban parenthood is never being sure if you have done enough for your kids. We decided that great parents need to live guilt free!