Background

Any mom would want the best for their babies. So they prefer to cook baby food themselves instead of feeding instant baby food. For them, it's give moms personal touch and perceived healthier because use real food. But, it takes time while juggled with other activities. PROMINA understand this and launch PROMINA HOMEMADE, a simple solution to cook baby food that contains real food and only takes 10 minutes cooking. Understand these modern moms can't live without smartphone, we make them aware & educate them by PROMINA HOMEMADE simple solution, a comprehensive mobile focus campaign where mom can experience cooking virtually and learn healthy ingredients of it.

Describe the strategy

Like any Millennial, homemade moms also can’t live without their smartphones. They get and exchange information on mommy-ing, consume entertainment and shop through their phones - oftentimes while also doing other things with the baby or around the house. Sometimes, in-between chores, they also use it to play simple games, such as Cooking Mama, where they turn daily chores into something fun. With this insight, the strategy was to amplify awareness of the launch of PROMINA HOMEMADE, the perfect solution to solve homemade moms’ dilemma of loving to cook for their baby yet having little time to do so, and to educate them on the product’s requirement to be cooked for 10 minutes; through an extensive mobile-focused campaign around cooking homemade baby food, and at the center of it, a gamified mobile advertising designed to provoke interactivity while also entertainingly demonstrating the product’s USP.

Describe the execution

To introduce PROMINA HOMEMADE, the campaign kicked off in social media and around the web, working closely with the mom blogger community to generate chatters around homemade baby food and how PROMINA HOMEMADE helps moms feed their babies homemade food with ease. YouTube TrueView ad placement, bumpers (ingredients, 10 minutes cooking, simple solution to cook homemade baby food) and interactive end cards were utilized not only to grab the audience’s attention, but also to generate interaction and directly link to purchase. After getting their curiosity invoked with the virtual cooking experience, they get more information about the product through the high engagement platforms they usually access for mommy-ing information. The news about PROMINA HOMEMADE were spread even further and wider, and at the same time boosted the brand’s credibility. We use top 10 parenting publisher such as Mother&Baby, The Asian Parents, MommyAsia, HaiBunda, Detik Health, Popmama, Parenting, Nakita, Ayahbunda

List the results

Through all the ubiquitous effort to simultaneously launch and educate the moms, the campaign succeeded to bring outstanding results! As of H2 2019, the campaign achieved: ● 2.5 million unique viewers with 83% rate of video completion ● 5.84% Engagement Rate - 484% above the 1% industry benchmark ● More than 10,000 hours spent on mobile, averagely 34.7 seconds spent on the interactive tent card - 478% above industry benchmark ● Sold more than 3,500 boxes through the official e-commerce stores ● 59% increase on product awareness - from 22% to 35% ● 47% increase on product consideration - from 15% to 22% After the campaign, 4 in 10 moms have good knowledge on how to prepare PROMINA HOMEMADE. Not only educated about the product, now 1 in 4 moms (an increase from 15% to 25%) cooks PROMINA HOMEMADE to feed their babies!