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.

EASY MOM in a wholesome gentle experience crafted for both Mom & Baby , was introduced as Comfort Gentle long-term integrated platform. Comfort Gentle chose to soften motherhood experience through a laundry formulation for Easy Moms: "+1 rinse step, x2 gentleness", directly connecting gentleness assurance for baby sensitivity to an emotional benefit for moms as an easy, quick solution.

Standing out among other advertisers of baby products, Comfort Gentle strived for beyond product superiority in laundry regime. Instead, the brand put at heart that motherhood is a journey full of challenges and hardships. By that Comfort Gentle demonstrated a meaningful commitment, accompanying mothers more comprehensively and gently in their motherhood journey.

To further soothe moms, Comfort Gentle collaborated with Grab to launch first time ever dedicated solution: Chuyền xe Ân cần - Grab for mom. From home to the streets. From the hustle of caring for baby to enjoying outings wrapped and pampered in gentleness .

(Multi-sensory experience) With 'Chuyến xe ân Cần', Comfort creates a multi-sensory experience for its customers, translating the gentleness into the offline movable activations. This includes incorporating various scents, textures, and sounds to craft a truly immersive experience.

(Emotional connection) By hijacking daily repetitive trips, Comfort surprised the targeted consumers and establish the senses of gentleness and comfort in reality. This helps trigger talkability on social resonating with mothers' experiences that evokes feelings of happiness, love, and support.

Leveraging O2O as a seamless and highly effective strategy, GrabforMom offered a physical experience with the signature softness, together with social spread out to become talk-of-the-town and gather social attention

(1) 100 GrabCars at HCM and HN covered with signature Comfort's 'gấu mềm thơm' mascot. Besides that, mothers could receive discounts and special offers when their destinations were at a maternity spots

(2) Special Care offered soft amenities inside the car: Pillows with specialized support functions for pregnant mothers, branded Eye-soothing colors and gentle scent. All of this helps mothers have a more comfortable and pleasant trip.

(3) Special discount for Grabfood, Grabmart order for Moms on app.

To spread out, we combine important channels, maximizing touchpoints with moms.

The offline launching event marked the official announcement of partnership between Comfort & Grab with a mix of multi-platfrom exeriences. The launch event with Comfort Bear Car parade in District 7 immediately called attention to the  newly introduced services from both online and offlines channels.

During event, Miniature Comfort Bear City was built outdoor to create an unique check-in point, bringing a fun experience to attendees. Eye-catching merch give away to encourage participants for online check-in and to stimulate social interactions and spread the campaign message through UGCs

Highly influential moms were invited to be the first ones  experiencing grab for mom service to  spread the news to target audience groups, Comfort aldo cooperated with reputable media outlets, M&B's social communities and KOLs to share reviews about Bear Comfort Cars, creating a spreading effect and increasing the credibility of the campaign. Grab's in-app messages and welcome banners were also utilized to notify of the event ro reach millions of Grab users.

After event, testimonials from attendees were collected to build trust and recruit trials.

Thanks to collaboration with Comfort, Grab4Mom package opt-ins increased by 40% over the previous month, setting an all-time high.

Users using Grab4Mom influenced Moms to take more rides to M&B-related sites, increasing by +125% compared to the previous month, and setting an all-time high at an offline event:

Total audience at event: 1000

Total audience receiving product sampling: 700

Total post checkin: 261