The thought was to not only provide a tool/service that was useful to young mothers but also provide a service and promotion that made her search behaviour change by removing the clutter of search results. The concept evolved to a promotion which leveraged web films featuring children and characters. These characters and their story became a promotion pack including a product sample and a pop-up storybook allowing mothers to interact with their children, gain knowledge on recipes and most importantly sample the product.

In only a few weeks, our application engaged over 10m, reaching the No.1 spot in the food category on both Baidu.com (China's Google) and Weibo (China's Twitter). In the meantime, our web films reached over 20m views as more and more mothers spread the word of the value of Knorr and family care. The tool became one that mothers used daily, which increased the brand awareness for the brand and product and a direct elevation in sales after mothers sampled the product.