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.

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%.