Case study: How Dumex allowed new mothers to share pregnancy memories

Background
The campaign, entitled ‘My Beautiful 9’, gave mothers a place to show and share their stories as well as the little details that go into becoming the perfect mother.

Aim
Dumex wanted to be the ultimate destination for mothers and mothers-to-be. Its first step was to create the first-of-its-kind social network website in Thailand, where mothers can share their stories.

Besides what could be perceived as the most credible and influential website and community for mothers, the campaign also aimed to increase the number of registered members, traffic of unique visitors, and fans on the Facebook fan page.

Execution
‘My Beautiful 9’' is equipped with essential tools and interesting features in a website. It includes an online diary to follow stories and favorite Dumex mothers’ journals, pregnancy timeline to jot milestones and footprints, mother’s communities, and online tools ensuring the health of future babies to record their heart beats, upload ultrasound photos, weekly medical checkups, baby kick counts.

The Better Mother Club was also created to appreciate the changing months from being a woman to a mother. 

To win the hearts and minds of all soon-to-be and existing mother’s in the country, Dumex released an emotive short video clip based on a true life story of one of its BMC members, who is only three months away from being a mother after six years of trying.

Results
Within three weeks, video clips compiled from YouTube and leading video portal sites totaled 150,000 views. In the first month flat, the website gained 2,400 members and continues to grow on a daily basis.

Update: MEC has been added to the credit list.