It’s a tough world for moms out there. They have to do it all—run a household, cook meals, hold down a full-time job, and nurture their kids into happy, well-adjusted little humans. Unfortunately, this means that busy moms often only get to spend quality time with their child during that golden window before bedtime, where they can bond while feeding their child the last bottle of milk for the day.
How can Enfa help busy moms forge stronger bonds while taking care of their child’s nutritional and mental nourishment?
While Enfa helps provide needed nutrition, it believes that moms are the best providers of the fundamental life values growing children need, through the stories they tell. These values are often passed on during key bonding moments such as bedtime, where we spotted an opportunity to support moms, while building on Enfa’s role and grow the brand affinity and loyalty. So we created Bedtime Story Day, a campaign that celebrates and promotes mom/child bonding through the reading of bedtime stories with a bottle of Enfa before bed.
In partnership with Lazada for their Super Brand Day (SBD) programme, Bedtime Story Day invited moms to turn bedtimes into magical learning experiences. Taking over Lazada’s homepage across 6 markets and 4 languages, the campaign offered free vouchers for storybooks as well as exclusive deals and discounts for Enfa products for the whole day.
Stories of Courage…
Even though Hansel and Gretel are terrified, they kept their wits about them and came up with a brilliant way to escape from the clutches of the evil witch.
Value: Be smart and don’t give up! There will always be a way out.
Truthfulness…
After telling repeated lies, the shepherd lost his entire flock to a wolf after the villagers stopped believing him.
Value: Always be truthful! No one believes liars, even when they start telling the truth.
and Perseverance
Oftentimes, hard work and discipline trump talent. While the Rabbit was faster, he still lost to the Tortoise who was slow but steadfast.
Value: Always give your best and you may just win the race.
We also leveraged Enfa’s CRM database and amplified the messaging via paid media a week prior to Bedtime Story Day. As it got closer to the actual day, promotional messages on discounts and gift-with-purchase were then pushed on both Enfa and Lazada-owned assets, with messages nudging moms to “add to cart” before the actual day to secure additional benefits.
In Vietnam, the Bedtime Story Day video got 1.3M views, 1.4K likes (24x more compared to Lazada 2019 9/9 Sale event video).
The Facebook Live stream got 57k views, 944 likes and 692 comments, a 126% increase compared to previous campaigns. It was also a jump of 175% and 102% in likes and comments, respectively.
Bedtime Story Day was also recognised as a strong platform that can strengthen the partnership between Enfa and Lazada as an annual event under the Super Brand Day program. This has given Enfa the confidence as the brand that can break through the clutter within the category and also in the eCommerce world in ASEAN.
Best of all, more moms have embraced the tradition of reading bedtime stories, much to the delight and benefit of kids across Southeast Asia.
