Most modern mothers in China realize the importance of using baby car seats to protect their child’s safety, with many having already installed forward-facing baby seats in their cars. However, according to advice and research from governments around the world, rear-facing baby car seats provide significantly better protection to children in the case of an accident. Knowledge on this issue is low among Chinese mothers.
Planning & Execution
Protecting your child and keeping them safe from harm is an instinctive trait of all mothers. Many traditional Chinese paintings and images often depict children placed in baskets on the backs of their mothers, showing a strong emotional bond between mother and child. As such, this “back-to-back” gesture evokes feelings of safety and reliability.
Based on our insight, we launched the “Good Moms Back-to-Back” campaign on China’s Children’s Day, using the back-to-back emotional connection between mother and child to emphasise the message that rear-facing baby seats are safer.
Step 1: Create attention and initiate the topic
We invited Chinese celebrity and mother of three “Xiao S” to post pictures of her sitting back-to-back with her daughter in her car using the hashtag #goodmomsbacktoback. The photo quickly drew a lot of attention, leading to the hashtag trending on social media.
Step 2: Spark discussion and call for action
The Good Moms Back-to-Back campaign called on moms to share selfies of themselves sitting back-to-back with their children, giving traction to the conversation and encouraging sharing among our target audience. We also invited parental experts to explain why rear-facing seats were the safer option.
Step 3: Deepen interaction and establish thought leadership
On WeChat we launched the Good Moms Back-to-Back interactive game and instructional videos to demonstrate the concepts and safety features of rear-facing seating and Joie’s leading technology in the market.
Effectiveness / Results
Measurement:
Good Moms Back-to-Back lead to a widespread conversation on child passenger safety and the benefits of rear-facing baby seats.
#goodmomsbacktoback featured on Weibo’s trending topics list, ranking 2nd at one point
Page views for the #goodmomsbacktoback Weibo page reached close to 50 million, with 53,000 discussions during its first week
Views of the interactive WeChat content exceeded 100,000, with 40,000 unique visitors
The campaign received a 2 minutes feature on BTV’s Life 2016 program, a popular social commentary show with over 15 million viewers in China.
The campaign also dramatically increased awareness for Joie’s brand:
30 days after the campaign, Joie’s Baidu Search Index had grown 5% from the same period in the previous year.
90% of Baidu search results for rear-facing were related to Joie.
Thanks to Good Moms Back-to-Back, rear-facing baby seats became a hot topic with Chinese mothers, demonstrating the superior safety record of the seats, changing consumer behavior and leading to Joie being inextricably linked to the topic.