MOMMIES FLAUNT THEIR BUMP by McCann Erickson Kuala Lumpur for Friso

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MOMMIES FLAUNT THEIR BUMP

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Industry Milk
Media Promo & PR, Case study
Market Malaysia
Agency McCann Erickson Kuala Lumpur
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: DUTCH LADY MILK INDUSTRIES
Product/Service: FRISO - BABY MILK
Date of First Appearance: Dec 27 2010
Entrant Company: UM MALAYSIA, Petaling Jaya, MALAYSIA
Entry URL: http://www.facebook.com/FrisoGrowingUpTogether?sk=app_11007063052
Executive Director: Ramakrishnan C.N. (Universal McCann)
Media Manager: Soo Mei Goh (Universal McCann)
Media Planner: Olivia Lee (Universal McCann)
Media Buyer: Lee Kheng Chow (Universal McCann)
Chief Executive Officer: Prashant Kumar (Universal McCann)
Business Director: Francis Tan (Slipknot)
Senior Account Manager: Victoria Chu (Slipknot)
Marketing Director: Rahul Colaco (Dutch Lady Milk Industries Berhad)
Marketing Manager: Debby Ho (Dutch Lady Milk Industries Berhad)
Media placement: Facebook Application - Facebook - 27th Dec 2010
Media placement: Facebook Ads - Facebook - 27th Dec 2010
Media placement: Online Advertorials - Blog - 1st Jan 2011
Media placement: Online Write Ups - Facebook Notes - 14th Jan 2011

Insights, Strategy & the Idea
Up against hordes of pharma brands in premium milk guaranteeing to turn your babies into Einstein, Friso needed to win the hearts of first time pregnant women.
White collar would-be mommies were cynical about the cacophony of claims and wanted a brand that genuinely understood their needs - said and unsaid.
We understood that pregnancy for Malaysian women was not just physically challenging, but as the bump grew, they grew increasingly conscious of their looks and their body, sulking, feeling depressed and turning inwards. Motherhood had become a scary journey.
Friso stood for 'celebrating the joy of motherhood ' and so we decided to turn this scare on its head by "CELEBRATING THE BUMP".
With the new visual Life-on-Camera culture, where privacy was being redefined each day, We invited would-be-mommies to leave their shell and flaunt their bump on Facebook.

Creative Execution
We roped in a celebrity DJ mom, who triggered the flaunting by uploading her own 'beautiful bump' and she invited others to post theirs in the hippest and most interesting way possible.
Mom bloggers picked up the cue and wrote about the campaign in their blogs and it was picked up by their loyal followers. They in turn invited their husbands and friends to comment, vote and share forward their ‘flaunt’ and help compete with other mothers-to-be.
Moms network with moms a lot and the peer momentum that this flaunting, sharing and conversing generated, brought out even the shy ones. Despite being a conservative country the response to such a bold initiative was overwhelming.

Results and Effectiveness
The campaign saw a 'bumper' response bringing back the joy of motherhood.
The campaign reached 73% of the target moms, 20,530 joined the campaign resulting in 104,600 likes & comments. It generated an estimated RM3.6 Million worth of earned media during the 2 month period.
Friso's Brand Consideration increased by 38% and “Brand I trust” score by 160%, leading to an increase in Friso sales of 32%.