Brief Explanation

P&G Malaysia wanted to increase their market share in beauty care by reconnecting with moms emotionally. We worked with the insight that, as a mom, finding time for yourself, even for the simple things can be tough. P&G wanted friends and family to understand what a mom goes through, so they lend a helping hand and help her find time for herself. And the brand offers a host of products that help moms stay beautiful.

Results and Effectiveness

1,698,575 views. 2,184,867 minutes watched. This sparked off a debate on social media. Moms gave advice to each other in forums across Malaysia. Family members offered support. And people understood a little more about being a mom

Creative Execution

People press 'skip' on YouTube as soon as it appears. P&G turned the skip button into a tool to make people understand what being a mom is really like. We showed them something anyone would skip. Anyone, but a mom. We created 3 ads with an annotated skip button, featuring 3 children needing their mom’s attention. When people skipped, instead of skipping to the next video, they saw a mom immediately tending and caring for the child. She can’t skip away.  Just like in real life.

Insights, Strategy and the Idea

P&G Malaysia needed to reconnect with moms emotionally for its beauty care products. Moms are the company's most important target audience, but they were lured by the competitor in store. Knowing that young moms can hardly find time to take care of themselves (and stay beautiful), we decided to talk to their friends and family. And inspire them to lend a helping hand to moms. We wanted to understand what a mom goes through, so we created 3 interactive youtube films that dramatise a day in the life of a mom.