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

Background

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

Aim

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

Execution

A celebrity DJ mum started uploading pictures of her bump’ onto Facebook and encouraged other mums-to-be to join in. As...

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