In Asia Area, the Scott's range of cod liver oil based emulsions and chewables is trusted by mothers for generations to help their children grow up healthy. But in order to increase frequency we needed to reframe the brand from seasonal immunity aid to a daily boost for brain development - based on its rich DHA/Omega-3 content. This called for an integrated campaign that went beyond functional messaging. We became part of the rather emotional conversation mothers were already having - by giving them a new word and hashtag: #MOMAZING. The first phase of the campaign dramatized: MOMAZING is that unique, intensely overwhelming and rewarding feeling mothers have when they witness developmental firsts of their children. In the second phase we encouraged: tag and share your #MOMAZING moments. The campaign successfully linked Scott's to the important topic of development, pushed frequency and made a real difference in the market.

The idea of #MOMAZING was introduced with highly emotional audiovisual content: films that showed the busy life of different mothers; all the things they do all day, every day; and those unpredictable moments of children doing something for the first time - that's when you feel #MOMAZING. This content aired in many versions across all markets (Sep 2014 to date): as product-centric TVCs, as iVideo , as long form online film, in cinemas, in short clips on social media. It set the tone and showed a totally new Scott's. In conjunction with this, new Scott's websites went live across all markets and social media channels (Twitter, Facebook) were used in an orchestrated way for the first time. Here, the focus was to push the engagement and participation in order to stimulate the conversation as well as aggregate UGC. In all this #Momazing was the constant call to action.

#MOMAZING has driven strong business impact as well as consumer engagement, far exceeding expectations in all markets. The lead market alone reported a Q4 year on year sales growth of 100%. On average Scott's category share of voice rose to 89%. In March 2015 alone over 200k views of long-form video online across all markets. In same month over 1.000 unique content submissions by mothers in Indonesia. As for a key direct metric: 17% organic reach of the #MOMAZING content across Asia Area - significantly higher than Facebook’s usual 4%. This increased reach is driven by consumer shares and engagement and proves how relevant and powerful the content has become and is for our audience in Asia.