PROMAMA is a maternal nutrition brand that provides supplement to mothers or moms-to-be. Having invested in separate platforms (Digital Healthcare PR, Informercial, Customer Engagement & Social Collaboration) that serve different business needs, each party knows us well. However, all the three platforms are not inter-connected currently. In order to drive trials and engagement from new moms-to-be, we saw a need in reinforcing PROMAMA expertise in maternal nutrition. It is always better if we can have all the information together.

Build Awareness & Advocacy

• Partnering with Yahoo parenting site Mamibuy, we curated a Hong Kong-first e-Learning Module for moms-to-be. Powered by the collective wisdom (crowdsourced article) of moms and PROMAMA’s professional knowledge (messages and information from all PROMAMA platforms), the e-Learning Module streamlined all custom content under one umbrella and leveraged on Mamibuy’s network to recruit moms-to-be for product trials.

Enhance & Support

• In order to reach more moms-to-be, we maximized all Mamibuy’s channels (Facebook, Website, YouTube) to blast our message. To further amplify the platform, personalized syllabuses were tailor-made through programmatic buy, leveraging on Yahoo premium inventory and Brightroll to reach moms-to-be with different pregnancy concerns throughout the journey.

Expand & Convert

• With more moms-to-be engaged with our content, we were able to utilize the cultivated data pool of moms to build lookalike audience segments, reaching and converting them to offline trials.