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Case Study How Mother Sparsh reached millions of people with UnscentedHappines

Press Release

Category Introduction

Retail: Organic Baby care Products

Baby care industry in India demonstrating a growing trend over the past few years owing to increasing child population, rising awareness towards baby care products, upsurge in personal disposable income, and growing urbanization in India.

Brand Introduction:

Mother Sparsh was created keeping in mind both the well-being of babies and the environment. Mother Sparsh baby wipes are India’s first eco-friendly water-based wipes which are made of natural plant-based fabric and contains purified water.

What does the brand do? Marketing objective from Social Media

The brand is into providing organic and eco-friendly baby care products which are good for both babies and the mother earth. As these products are very niche in nature and the target audience is mostly upwardly mobile with access and inclination to acquire knowledge about what they are consuming. Hence, social media is the best way ahead to engage these individuals to celebrate with them the joys of being a mother and also it is a way to showcase the love and bond between mother & baby.

Summary

Mother Sparsh's #UnscentedHappiness fetched the eyeballs over 2.5 millions where it was all about celebrating unforgettable moments and the baby care routine with natural products that is passed on from one generation to the other.

Many new mothers, as well as mom influencers, participated in this online campaign and contributed with many precious memories in the form of a photo or video posts. The campaign ran across Facebook, Instagram and other social media platforms. Mom users also took to Instagram as well as FB Stories to highlight memories of #UnscentedHappiness. 15 lucky participants have won Gift Voucher worth Rs. 2000 each. Brands such as FirstCry and Tiny Steps had also collaborated with the three-month-long campaign. 

https://www.instagram.com/p/B55aYm2HVuh/

https://www.instagram.com/p/B6K6AKIpv2G/

 

Brief

To engage with moms in a series of social media messages about the best organic products and practices in the industry for Babycare.

Result

Mother Sparsh was able to achieve eyeballs of over 2.5 mn in a very niche category.

The whole experience was a satisfying one as first-time mothers took active participation in the campaign, so many testimonials, videos, contest entries just overwhelmed us

Rishu Gandhi, Founder, and Head Brand Strategist, Mother Sparsh, "We are thrilled to have received an overwhelming response from new moms and parents on social media for #UnscentedHappiness. The campaign had the dual objectives of reliving precious memories as a parent and also spread awareness on using natural and eco-friendly products for baby care. Many people find it difficult to come across the right products for their kids. We hope through this campaign, we have been able to reach out to a large number of parents with useful information. We will continue to introduce campaigns that are engaging as well as educational for the new parents."  

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