ABOUT

The Challenge:
Our challenge was to convince Hong Kong mums that Anmum was their true maternal partner, while the entire category was already sending similar messages via TV spots and online videos that aimed entirely at touching mothers’ heartstrings.

The Solution:
In order to add true value to mums' lives, we created “Mama Tell B Why”, a crowdsourcing platform that connected mums to each other and also to child psychologists who together set out on a quest to find the most appropriate ways to deal with children's impossible to answer questions.

The Results:
The campaign drove record levels of participation and attention through providing mothers a useful experience. And to top it all off, we also lifted sales volume by 221%.