.svg "Supermom x Aquina Farm (5)")
Championing Healthy Snacking Habits Through Authentic, Community-Driven Advocacy
To champion healthy snacking habits among Indonesian families, Cimory partnered with Supermom to launch a community-powered campaign spotlighting the Cimory Yogurt Stick. The initiative blended real-mom storytelling, authentic user-generated content, and peer advocacy to inspire everyday yogurt consumption. By transforming simple snack moments into shared family stories, Cimory strengthened its emotional bond with modern mothers — strengthening its position to becoming Indonesia’s favorite daily yogurt brand.
Brand Introduction
Founded in 2004, Cimory (Cisarua Mountain Dairy) is one of Indonesia’s most trusted names in dairy and protein-based nutrition. From fresh milk to yogurt drinks and snacks, Cimory has become synonymous with family wellness and everyday nourishment, particularly among modern middle-class households.
Its innovative Cimory Yogurt Stick brings the goodness of yogurt into a fun, portable snack format that fits seamlessly into the routines of moms and kids alike.
Short Description
To solidify Cimory’s leadership in Indonesia’s yogurt snack market, Supermom and Cimory launched a nationwide community-driven campaign centered around the Cimory Yogurt Stick — a fun, nutritious, and convenient snack for moms and kids.
Through a powerful mix of user-generated content, peer advocacy, and educational storytelling, the campaign turned everyday snack moments into authentic family narratives. By engaging real mothers in sharing their experiences and initiating organic discussions around yogurt’s health benefits, Cimory successfully strengthened its position as the go-to daily yogurt snack brand for modern Indonesian families.
The activation not only boosted brand visibility and social engagement, but also deepened consumer understanding of yogurt’s role in wellness and daily routines, paving the way for long-term loyalty and habit formation
Objective
To strengthen Cimory’s leadership in Indonesia’s yogurt snack category by:
-
Positioning Cimory Yogurt Stick as the preferred daily yogurt snack for families.
-
Highlighting convenience, taste, and nutrition through real consumer stories.
-
Building brand love and social buzz via mom communities and lifestyle engagement.
-
Reinforcing yogurt’s health benefits to drive habitual consumption among families.
Strategy & Approach
The campaign leveraged Supermom’s ecosystem of real moms and authentic voices, combining community engagement, user-generated storytelling, and educational content.
1. Crowd Influence (UGC)
Moms were encouraged to share their daily yogurt moments with Cimory across Instagram and TikTok.
Each story reflected authentic, heartwarming routines — morning snacks, school breaks, or family bonding — making yogurt feel not only healthy but joyful.
Supermom and Cimory curated this UGC to maintain brand consistency while amplifying relatability through casual visuals, emotional hooks, and platform-native video formats.
2. Brand Advocacy (Community Conversations)
Parallel to the UGC push, Cimory became a topic of organic discussion in parenting communities.
Moms exchanged experiences about yogurt’s health benefits, daily usage, and product preferences — creating peer-driven advocacy that built trust and curiosity within each circle.
Campaign Performance Results
Crowd Influence (UGC TikTok & Instagram)
The campaign achieved massive organic visibility and engagement, proving the power of authentic mom storytelling.
-
8.3M+ total video plays
-
9.5M seconds of watch time
-
Engagement rates of up to 26% on Instagram, with highest peaks at 35%
-
Audiences responded enthusiastically, with many expressing curiosity and intent to try Cimory Yogurt Stick after seeing real-life experiences.
Brand Advocacy (Group Seeding)
Within community spaces, Cimory sparked vibrant conversations on nutrition, snack time, and parenting routines.
Organic discussions reflected strong brand affinity and trust, showing that when moms believe in a product, advocacy spreads naturally — not through scale, but through sincerity. High-quality interactions sustained throughout the campaign, with peaks of excitement coinciding with content waves and thematic discussions on family wellness.
Impact & Key Outcomes
-
Authenticity wins attention: Real mom stories outperformed polished content.
-
Quality engagement drives advocacy: Smaller, focused communities generated deeper emotional impact.
-
Instagram builds emotional resonance, while TikTok amplifies reach and discovery.
-
Educational hooks like “Yogurt vs. Milk” or “Morning Yogurt Habits” fostered stronger message retention.
-
Combining content + conversation + education builds a sustainable path from awareness to habit.
By uniting community voices, creative storytelling, and everyday wellness education, the Cimory Yogurt Stick campaign transformed a simple snack into a symbol of daily healthy living.
Through Supermom’s platform, Cimory deepened its emotional connection with families — inspiring real moms to become genuine advocates and reinforcing Cimory’s place as Indonesia’s leading family yogurt brand.