Contemporary mothers prioritize meticulous child-rearing practices while concurrently seeking strategies to optimize personal well-being through self-care. This necessitates a focus on streamlining daily tasks and achieving a state of “enough” efficiency, balancing child-centered efforts with personal needs.    

Mothers apply this efficiency-driven mindset to their laundry routine, often opting for 2-in-1 or multi-benefit detergents under the assumption that they can effectively replace fabric softener.    

However, doing laundry for babies is not as simple as it seems. With such babies' delicate and sensitive skin, everything that comes into direct contact is of utmost importance to mothers. Simplifying laundry tasks may be appealing yet fails to prove itself as productive to Moms. Instead of giving Moms more pleasure, it actually adds additional concerns & takes up extra efforts of Moms to assure desired softness and gentleness as babies need. Because of babies' sensitive skin, Moms need to find different ways to soften clothes, namely ironing after wash or employing multiple rinses, to remove all traces of detergent, to soften fabric and to make them smell pleasant    

So, what can truly help them be EASY?  

This is the perfect moment for Comfort Gentle to redefine the true essence of 'Easy Mom.' It's not about simply cutting corners, but rather embracing efficient solutions. By prioritizing gentle care for newborns in a single, comprehensive step, Comfort Gentle empowers mothers with ultimate peace of mind.

Modern moms are now more proactive in seeking for useful information, not only from predecessors or experts but also from social discussion on media and from relevant influencers , as long as these sources are credible & trustworthy. Moms have become open-minded & progressive in adopting new parenting methods that suit them & the babies the most,  

With such insightful understanding of moms, Comfort Gentle chose to disrupt their motherhood experience by introducing the 1st-time ever laundry formulation for Easy Moms: "+1 rinse step, x2 gentleness" - "Công thức Mẹ Nhàn: +1 bước xả, 2x mềm dịu" .  

The EASY MOM formulation enabled a direct connection between functional benefit offering superior softness and an easy, quick solution as emotional benefit, proving Comfort Gentle as a wholesome gentle experience crafted for both Mom & Baby    

To stir up social attention and elevate product's relevance, Comfort Gentle picked up the most special occasion, Mother's day with the endorsement of Salim & Pamiuoi - the hottest Mom & Baby duo in town. Salim, depicted as EASY mom. found herself understood and appreciated for hidden toughness with the assured gentlness for baby Pam.  

Following up with snackable edutainment formats, Comfort Gentle brought out EASY MOM journey through the authentic voice and credible endorsement from medfluencers and M&B reviewers, such as 'skindergaten' livestream series with dermatologists, 'Gentle world' bedtime-story online children book and hot Moms KOLs spread out ...  

To deploy via shoppertainment, Comfort Gentle tied up with Moms via online shopping platforms. By establishing thematic commercial campaigns on Shopee , together with relevant Mom affiliate pool and exclusive audience scaling approach, Comfort Gentle became unmissable to Moms in a consistent social to commerce shopping jourrney, directing traffic from upper funnels to e-com shopping.

Approach addressing moms' concerns about a laundry product through various channels.    

Through different educational contents, Comfort triggered the attention of mass social, leading traffic to the e-commerce platforms    

Firstly, Comfort built empathy with mothers through a digital film:"Làm mẹ nhàn, chắc có nhàn tênh" featuring PamiuoixSalim on Mother's Day. The relatable story and the social phenomenon kid influencer helped stir up conversations and created awareness for the Easymom concept, aslo boom traffic for the top of funnel. Pam and Salim's impact and endorsement grew strongly as they take on a new position as brand ambassadors.      

Secondly, we gained attention through innovative interactive technology combined with educational activities:  

- 'Skindrgarten' livestream series with dermatologists: helping new moms address their concerns about baby skin care, increasing brand trust with Comfort Gentle products.  

- Tiktok Branded Effect “Gấu mềm thơm” & Facebook A.I "Khám phá tính cách em bé bên trong bạn" attracted 12K UGCs with the adorable Comfort Bear mascot, successfully attracting the attention of two target customer groups: Mothers and Gentle Seekers, thereby increasing the product's softness and fragrance.    

In the lower Conversion funnel, Comfort builds interest and trust through Educational contents and leads traffic to ecommerce through Affiliate links, making mothers feel comfortable choosing to buy without being forceful. Based on the understanding of the behavior of referring to and asking for parenting experience from other mothers:  

- Educational content shared by lifestyle tastemakers with various backgrounds engaged diverse segments of the audience.  

- KOC story and 60 second Tiktok video review on special sale days with strong CTA to collect traffic to ecom.  

- Collected patterns during mothers' day help to uplift qualified traffic by audience scaling & demo targering method    

For In-app Ecommerce Strategy:  

A Data-Driven Approach with Edutainment and Audience Focus  

Comfort's ecommerce strategy leverages data and multiple channels to effectively target and convert potential customers.    

- Retargeting and Visibility: They retarget past buyers with exclusive promotions, including Mom & Baby gift boxes. Paid social media campaigns with attractive deals maximize brand visibility. In-store elements (POS) on the ecommerce platform echo the campaign theme for seamless online shopping experience.    

- Edutainment and Content Marketing: Comfort utilizes an "edutainment" approach, partnering with content creators to drive traffic (12 million in 2 months) across the sales funnel. On Youtube, they test video ad formats (VAC) with emotional storytelling, achieving a strong return on ad spend (ROAS) of 2.5. An affiliate network of 417 partners contributes 8% of total sales, with half coming from loyal affiliates. Beyond targeting mothers with children, Comfort expands reach through audience segmentation. They leverage Unilever's customer database to identify relevant interest groups, like "family protectors" and "convenience seekers," for broader audience engagement.    

- Commercial Hero: To solidify their position, Comfort will launch a leading commercial campaign showcasing their entire Homecare Baby range, coupled with overwhelming in-app visibility.

Comfort's data-driven ecommerce strategy yielded significant results across online and offline channels:    

- Increased Purchase Intent: A Brand Lift Study (BLS) conducted during the campaign measured a 1.6% uplift in purchase intent among target audiences, indicating a heightened interest in Comfort products.  

- Shopee Domination: Dedicated visibility on Shopee, a leading Southeast Asian platform, led to a 3x increase in traffic on campaign days compared to the usual run rate. This surge in traffic translated to a 2x improvement in conversion rate versus pre-campaign performance.  

- Comfort's conversion rate on Shopee even surpassed the Unilever homecare category average by 1.43 times (November 2023). This success on Shopee wasn't a one-off event. It fueled a sustained upward trend that culminated in a record-breaking 203% year-over-year growth in December 2023, exceeding the peak achieved during Mother's Day in May.  

- Offline Rebound: The campaign's positive impact extended beyond online channels. It successfully reversed the declining sales trend for Comfort Gentle in the offline space. Monthly market share gains for CFT Gentle increased by 84 basis points compared to the pre-launch period. This demonstrates the campaign's effectiveness in revitalizing the product line and driving sales growth across all channels.  

In essence, Comfort's ecommerce strategy delivered a powerful combination of increased brand awareness, significant online sales growth, and a positive spillover effect on offline sales, making it a resounding success.