Friso Ecosystem

In Hong Kong, there is a growing segment of mothers who are defying the traditional notion of motherhood—they’re striving for a balance between their different roles and priorities whether it’s motherhood, their career, social obligations or other commitments. And while online resources are available to help them get the information they need, it is scattered, not personalised or timely.

As a brand with a 140-year legacy of supporting mums and kids, Friso recognises the challenges these time-starved mums face and wanted to help address the unique needs of every modern mum.

By recognising each mum’s individual needs, The Friso Ecosystem is a set of connected and intuitive experiences that can help mums triumph at every stage of the motherhood journey.

In just 2 months, the Friso Ecosystem won over many progressive mums, resulting in an increase across all its engagement and conversion KPIs. In fact, for the first time, the brand saw 70% increase in monthly sales compared to the previous quarter. The chatbot adoption rate also increased from 34% to 49% and it contributed 25.7% of total NUA, exceeding KPI by 21%.

The Friso Ecosystem changed the IFT category norms by going beyond just product promotion to establish a strong one-to-one relationship with Hong Kong mums. This intelligent digital ecosystem recognised their unique motherhood needs and served them intuitive, connected experiences, which helped them become trusted companion of mums throughout their motherhood journey.