CHALLENGE

Convince expectant and new mothers to join and engage with Huggies Zalo OA to gain valuable, personalised content to support them on their motherhood journey.

APPROACH

Structure motherhood by key baby stages and deliver content that is relevant, on-time and impactful.

Team had to work closely with Zalo to understand how content formats could be delivered across their messaging platform.

Continuously optimise messaging and content based on KPIs deduced from Zalo data.

RESULTS

>50% registrations above target

1st in market and Southeast Asia for Huggies & Kimberly Clark