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 for the 1st time ever.  

Children don't lie. Babies are the true gentleness experts, no reaction is more credible than their approval to Comfort Gentle. As a product range tailored for baby’s sensitivity, it is pivotal for Comfort Gentle to let the baby’s approval become one part of the endorsement and to win over Mom’s heart by Easy mom's formula: "+1 rinse step, x2 gentleness". Comfort Gentle first involved highly anticipated Mom & Kid duo, Salim & Pamiuoi – the 1st baby with 1M likes in Vietnam as main talent through a light-hearted motherhood story. The positive reactions after that enabled Comfort Gentle later to appoint this duo as Brand ambassador, marking the brand as the first to partner with a kid influencer as ambassador. To further resonate with moms, Comfort Gentle became unmissable through mass KOLs medfluencers, M&B reviewers through authentic and snackable content formats. This helped to amplify further on Comfort Gentle’s commitment to giving credible gentleness for baby and mental safety for moms with just one rinse step.

Not trying to address moms' problems in negativity, Comfort Gentle created emotional connections through the lense of Salim's touching story and baby Pam's cuteness instead. Not easy as it may seem, Salim's motherhood experience was depicted through a digital long form as a meaningful appreciation for Mom, cracking through hidden toughness that was mostly underestimated of EASY MOM method. To spread out with impact, the video was featured on Youtube's masthead during Mother's day campaign, generating positive awareness among Pam's fan, Mom & Baby communities and invite them join next movements in the campaign.  

Following up the meaningful story, Comfort Gentle diversified the emotional touch points with mothers, all unified to dial in impactfully Easy mom's formula: "+1 rinse step, x2 gentleness". Highly influential moms, celebrities and KOLs were invited as endorsers for Comfort Gentle's role in their motherhood journey, giving moms peace of mind to trust on gentleness quality assured for their babies' sensitivity. Comfort Gentle also spread out the credentials through MedInfluencers and experts through their voice of recommendation to increase intimacy and trust for consumers. The moments when babies are comfortably pampered and Moms enjoy the true EASY method with the assured gentleness help to elevate brand trust and strongly stimulate the intention to buy  

Besides diversifying in influencers profile, Comfort Gentle also kept the audiences excited through many campaign activities.  

At brand’s owned activities, the campaign triggered attention through Pam & Salim digital film, then tagging along with social challenge to stir up discussion to Pam’s fan. On edutainment angle, Comfort Gentle hosted 'skindergaten' livestream series with dermatologists and Mom KOLs, together with introducing 'Gentle world' bedtime-story online book for babies, telling baby’s enjoyment for gentleness in light-hearted voice,  

On KOLs-owned platforms, more than 50 KOLs and a large community of 100 nano influencers joined in as EASY MOM endorsers with credible product try&trust reviews, social challenge spread out across Facebook, Instagram and Tiktok. During campaign time, Comfort Gentle formed a meaningful partnership – Grab for Mom, with a unique Gentle grab car experience. This activity also involved KOLs and KOCs across platforms to review and to announce the event widely.  

At audience engagement pillar, Comfort Gentle introduced Branded Effect “Gấu mềm thơm” on Tiktok as a social challenge to entertain and subtly dial up the gentleness world made for Mom & baby, which helped contributing to campaign virality.  

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Comfort used a strategic combination of using influencers with diverse coverage and influence, along with a unified message, conveying the common spirit of the Easy mom platform. Taking advantage of the diversity and connectivity between platforms, the campaign's resonance is transmitted the farthest, and converted into purchasing behavior at ecommerce.

Overall, campaign performance had good results with    

A number of notable achievements as:  

- Top 3 Nov/2023 Buzzmetrics Ranking  

- Top 5 May/2023 Kompa Ranking  

Fascinating buzz volume:  

548.4K buzz  

Impressive participant number join social challenge:  

- TikTok BE “Gau Comfort” & Facebook A.I Challenge : 12.400 participants  

- Announcement brand ambrassador Pamiuoi on official page reached: 11k reactions, 1.6k comments and 244 share, earned 13 PR news: Kenh14, Advertising Vietnam, CafeBiz, Tommorrow Marketer, CafeF, RevuBlog, Revu Blog, AimAcademy, Alibaba Media, Upbase, Blog Ăn Chơi, Nest Speak,...  

- Total Key KOLs post's interaction: above 35M view and 178k engagement on Tiktok, 40K engagement and 12k buzz on Facebook.  

- According to HTC Performance Report from Tiktok, Campaign achieves Total Reach of 16M+ and Total View of 54M+ in almost 3 weeks, surpassing all benchmarks for Vietnam FMCG market. The high number of video creations (7.5 thousand) and creators (6.4 thousand) indicates the challenge's successful exposure to a large number of Tiktok users at the engagement phase when they actually create and publish their own videos using branded effect & music.