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Precision-Driven Community Marketing: Reaching C-Section Moms With Authentic, Consumer Driven Storytelling.
Every child’s journey begins in the gut — the foundation of their immunity, learning, and growth. Yet for babies born via C-section, that foundation starts differently. Recognizing this crucial difference, Mead Johnson Nutrition introduced Enfagrow A+ Pro C Biome, a breakthrough formula scientifically developed to help C-section-born children develop stronger immunity via a stronger gut microbiome.
Together with Supermom, Enfagrow A+ Pro C-Biome transformed this complex science into an inspiring movement of awareness and empowerment — connecting experts, parents, and real stories to show how a balanced gut can unlock stronger immunity and brighter minds from the very start.
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Brand Introduction
Enfagrow A+ Pro C-Biome, from Mead Johnson Nutrition, is a breakthrough in advanced child nutrition formulated scientifically for C-section children, whose gut microbiomes often develop differently at birth. By combining prebiotics and brain building nutrients, Enfagrow A+ Pro C-Biome helps restore the balance of good bacteria, supporting stronger immunity, gut health, and sharper cognitive development. With its heritage of scientific trust and parent-first innovation, Enfagrow A+ continues to pioneer evidence-based nutrition that meets the evolving needs of modern families.
Short Description
Created specifically for C-section-born children, Enfagrow A+ Pro C-Biome was launched to help parents understand how restoring a child's gut microbiome builds stronger immunity and smarter development. Partnering with Supermom, Enfagrow A+ Pro C-Biome turned this scientific breakthrough into a parent-friendly movement through real-mom advocacy, expert education, and engaging roadshow experiences, empowering families to nurture their child’s wellness from the inside out.
Objective
To introduce Enfagrow A+ Pro C-Biome to Singaporean parents and raise awareness of its new milk formula scientifically formulated for all children, including C-section children, emphasizing:
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How early gut health influences lifelong immunity and intelligence.
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The importance of restoring a balanced microbiome in C-section kids.
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Enfagrow A+ Pro C-Biome's commitment to translating science into practical, parent-friendly knowledge.
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Driving product trial and attendance at the flagship launch event in FairPrice VivoCity.
Strategy & Approach
The campaign brought science to life through education, empathy, and engagement—anchored in real stories from parents raising C-section children. In the product launch of Enfagrow A+ Pro C-Biome, Supermom served as the community strategy architect to ensure the product launch was seen and amplified by Singaporean mothers.
1. Turning Science into Storytelling
Supermom activated trusted Key Opinion Mothers (KOMs) to share their children’s post-C-section journeys—focusing on immunity strength, gut health, and learning development after switching to Enfagrow A+ Pro C-Biome.
Each KOMs reframed C-section children’s need for a stronger immunity from the clinical topic shared by Dr. Kao Pao-Tang, Paediatrician from IBCA at ParkWay MediCentre into something relatable and easily understandable by the moms in their circle & following to understand why the Enfagrow A+ Pro C-Biome formula matters and how it meaningfully supports the gut health & eventual wellbeing of C-section children.
2. Addressing The Top-Middle Funnel
To scale both the event’s visibility and Enfagrow A+ Pro C-Biome’s brand narrative, Supermom activated a curated mix of Key Opinion Mothers across varying audience sizes. This included actress & Enfagrow A+ mum, Sora, with a high reach of over 100,000 followers to drive awareness, alongside micro-KOMs who maintain closer, more personal relationships with their communities—sparking deeper conversations and stronger engagement.
Together, this strategic blend delivered an effective upper-to mid-funnel approach that balanced scale with authenticity.
3. Increasing Brand Perception Among Everyday Mothers
For Enfagrow A+ Pro C-Biome, the presence of real mothers (KOMs) at the launch event underscored the brand’s commitment to engaging everyday moms authentically. Beyond product introduction, the event reflected Mead & Johnson Nutrition's dedication to educating mothers on the importance of child nutrition, reinforcing the brand’s role as a trusted partner in their parenting journey.
By amplifying this commitment through the voices and socials of real, everyday mothers, such as Supermom’s Key Opinion Mothers, Enfagrow A+ Pro C-Biome was able to communicate its purpose in a way that resonates authentically, delivered in a language that mothers in Singapore meaningfully trust and understand.
Campaign Performance Results
The campaign delivered outstanding performance across reach, engagement, and brand recall.
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90,000+ total reach
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270,000+ total impressions
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5,800+ total engagements
Pre- and post-event KOM activations generated 22K + views and 7 – 11 % average engagement rates (vs 2.5-5.6% average industry benchmark*), proving the strength of storytelling rooted in real parental experience
Impact Highlights
- Sparked targeted awareness of gut, immunity and brain connection in C-section children.
- Built strong trust through a blend of expert credibility and real-mom voices.
- Turned complex nutritional science into relatable parenting education.
- Reinforced Enfagrow A+ Pro C-Biome’s industry leadership in evidence-based, purpose-driven innovation.
Key Learnings
Parents respond to stories that feel personal and purposeful. When scientific education is delivered through empathy, especially for mothers seeking reassurance after a C-section, it transforms curiosity into advocacy. The campaign proved that combining expert validation, authentic testimonials, and interactive education not only drives awareness but also builds long-term brand love.
By shining a light on the often-overlooked needs of C-section children, Enfagrow A+ Pro C-Biome redefined what it means for a milk brand to care. Together with Supermom, Enfagrow A+ Pro C-Biome turned gut, immunity and brain connection into a movement of understanding—helping parents everywhere meaningfully nurture their children’s growth & development.