BRAND BACKGROUND:

Bobby - a diaper brand of Diana Unicharm (a member of Unicharm Corporation in Japan) has successfully applied 3mm magical compression technology into their new product that are incredibly thin but still retain maximum absorbency and dryness. The breakthrough in product innovation has almost completely met the strict requirements of mothers for the most suitable diaper for babies.

Launching a new product with explosive function, Bobby was laid in the birth preparation package of both hot moms Giang Ơi and Huyền Thanh, making many people curious about the new feature of this product.

ROLES OF KOLS:

In order to gain buzzes on social media about new Bobby product and new features, The A List boldly proposed to target pregnant women and mothers as key audience in this campaign. Our strategy is to explore mom-soon-to-be KOLs and current ones with little kids pioneer to share about their birthing journey as well as the experience of preparing products for the baby.

Aligned with this direction, Giang Ơi and Chúng Huyền Thanh are our key KOLs to spread out new information. Giang Ơi as a mother of a first-time child shared about her birthing journey along with being surprised by the thinness of Bobby diapers but still ensuring good absorbency. Chúng Huyền Thanh also showed trust that this is the best diaper product she had ever known and would continue to use it for her baby. Besides these two main KOLs, we also contacted micro-influencers who are current mothers to try product and send honest reviews via Facebook post/Tiktok video to increase the credibility of this Bobby 3mm product.

RESULT:

Thanks to a careful and well-planned approach to customers, together with deep understanding the psychology of mothers who are about to give birth or having young children would be very interested in supporting products for their children through reviews on social network platforms, so this is considered as Bobby's most successful product launch campaign with new features, attracting a large number of customers interested in information on social networks and increasing purchases in sales channels.