How Prudential Reached 5,000+ Mothers Through Purpose-Driven Marketing

Brand Introduction

Mothercare is a globally recognized retail brand specializing in products for mothers, babies, and young children. Established in the UK in 1961, Mothercare offers a wide range of high-quality maternity and baby care items, including clothing, nursery furniture, feeding essentials, strollers, car seats, and toys.

In Southeast Asia, including Indonesia, Mothercare is positioned as a premium yet accessible destination for expectant and new parents seeking trusted, reliable, and comprehensive solutions for early parenthood. The brand is known for its expertise, product quality, and in-store service experience, catering to parents who prioritize safety, variety, and professional guidance during the parenting journey.

Short Description

Throughout 2024, Mothercare partnered with Supermom to execute a series of highly targeted campaigns that brought together product promotions and emotionally resonant storytelling—reaching over 1.3 million Indonesian parents with an exceptional 24% engagement rate.

Through this initiative, Mothercare aimed to reinforce its position as the most trusted mom and baby retailer, while driving measurable retail outcomes such as increased foot traffic, brand preference, and switching intent. By consistently engaging high impact Key Opinion Mothers (KOMs), the campaign delivered a consistent stream of high-quality, engaging P2P content that reflected real parenting experiences and modern family dynamics—achieving standout awareness, engagement, and consideration across over 1.3 million parents in Indonesia.

Objective

Indonesian mothers today are highly discerning and digitally savvy, seeking not just quality products, but also meaningful guidance from sources they trust. In a crowded mom-and-baby retail landscape, where promotions alone are no longer enough to differentiate, brands must find ways to build long-term relevance, trust, and emotional connection.

Mothercare recognized this shift and partnered with Supermom to execute a yearlong campaign in 2024, designed not as a one-off activation, but as a sustained brand-building effort rooted in real community voices. By consistently leveraging peer-to-peer (P2P) influence through Supermom’s network of segmented, high impact Key Opinion Mothers (KOMs), the campaign delivered engaging, relatable content month after month to a precise target audience.

This consistent storytelling—ranging from in-store promotions to emotional narratives around parenting and wellness—created a positive engagement loop, where high-frequency exposure, authentic content, and social proof reinforced one another. As a result, Mothercare not only achieved standout engagement rates at 24%; but, the campaign also strengthened Mothercare's positioning as a trusted, top-of-mind brand for Indonesian families.

The campaign proves that when P2P marketing is executed with strategic consistency and emotional authenticity, it drives not just short-term traffic—but compounding brand equity over time.

Strategy

Mothercare and Supermom deployed a dual-content strategy combining promotional-led activations with emotionally driven storytelling. This approach allowed the campaign to capture short-term attention and long-term affinity across different consumer touchpoints:

Promotional-led content (H1) spotlighted store experiences, product variety, and ongoing deals—driving high-frequency retail traffic.
Soft, emotional content (H2) shifted focus toward parenting wellness, co-parenting, and child development stories—achieving deeper engagement and audience connection.

All content was curated and executed through UGCs from a curated list of KOMs from Supermom’s community network, supplemented with guidance to maintain brand alignment, tone consistency, and storytelling depth.

Impact and Outcomes

1.33 million actual reach, 2.17 million impressions, with 24% average engagement rate and peaking at 35% ER for emotional-led content

Community-Led Authenticity
Mothercare’s messaging was amplified through trusted voices—mothers who live the brand story and share experiences that reflect real parenting journeys.

Emotionally Resonant Storytelling
The shift toward soft, human-centered content created a stronger emotional bond, resulting in deeper user interactions and long-term brand recall.

Inclusive Family Narrative
By including fathers and encouraging co-parenting themes, the campaign aligned with modern Gen Z values—helping Mothercare stay relevant in a shifting cultural landscape.

The campaign also tapped into evolving Gen Z family dynamics, recognizing that modern parenting is increasingly co-led by fathers, and adjusted content to reflect inclusive narratives that resonate with today’s values.