Chantelle Pang
Jul 29, 2011

CASE STUDY: Malaysian mothers flaunt their ‘bump’

KUALA LUMPUR - Friso is using Facebook in a unique digital campaign to engage the attention of mothers in Malaysia.

UM got Malaysian mummies to showcase their baby bumps
UM got Malaysian mummies to showcase their baby bumps


As there are much competition in the premium milk market, Friso needed a way to win the hearts of first-time pregnant women.


To help pregnant Malaysian women to overcome their self-consciousness around their looks and body.


A celebrity DJ mum started uploading pictures of her ‘bump’ onto Facebook and encouraged other mums-to-be to join in. As a result, more and more photos of ‘bumps’ were posted onto Friso’s Facebook page to share, comment, vote and compete with other mothers-to-be. Mums also generated conversations on the page to share and flaunt.


The campaign attracted more than 20,000 mothers to join and had 104,600 'likes' and comments, creating US$1.2 million worth of earned media. There was an increase in Friso sales of 32 per cent over the campaign period, with a 38 per cent of increase in brand consideration and 160 per cent improvement in scores for a “Brand I trust” survey.


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