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

Financial Empowerment at Scale for Indonesian Mothers

As part of the Project 1MPACT initiative by Supermom, Prudential Indonesia in partnership with Supermom launched a financial literacy program tailored especially for mothers. Understanding that mothers often manage the household budget and make key financial decisions, this program aims to provide them with practical, and applicable financial knowledge.

The goal is to help mothers feel more confident in budgeting, planning, and managing their family's financial future. This campaign successfully engaged over 5,000 mothers across Indonesia through a combination of online and offline activities.

This collaboration also reflects Prudential Indonesia's commitment in empowering communities and supporting a more financially prepared generation, For Every Life, For Every Future

Brand Introduction

Prudential Indonesia is a trusted and leading life insurance company in Indonesia. With 30 years of experience, Prudential Indonesia has confidently protected Indonesian families and continues to strengthen its commitment to accompany and protect customers, becoming a trusted partner and protector for this generation and generations to come by providing various products, services and initiatives that are innovative and inclusive.

Through various initiatives of empowering families through the enhancement of health, financial inclusion, insurance literacy and sustainable finance, Prudential Indonesia is committed to build long-term value and support a financially empowered and resilient society.

Short Description

As part of Supermom's Project 1MPACT, Prudential Indonesia in partnership with Supermom launched a financial literacy campaign tailored especially for mothers - one of the most influential groups when it comes to household financial decisions.

Designed to align with Otoritas Jasa Keuangan (OJK) financial education goals, this campaign aims to raise awareness about financial planning while also boosting Prudential Indonesia's presence among mothers.

This hybrid program combines educational activities with expert-led classes to make financial topics easier to understand and applicable in everyday life while also strengthening Prudential Indonesia's leadership in promoting financial empowerment , reaching thousands of Indonesian mothers, improving their financial confidence, and supporting their families' future well-being.

Objective

Indonesian mothers today are increasingly proactive in seeking knowledge and tools to secure their family's financial future. As the role of mothers evolves over time, their influence over family budgeting, savings, and insurance decisions has grown significantly. This shift is occurring in parallel with the rise of digital literacy and social commerce, creating a new generation of financially curious, community-driven mothers.

Amidst this trend, financial institutions face the challenge of standing out in a saturated market where trust and authenticity are paramount. Consumers are no longer swayed by traditional top-down marketing alone—they seek guidance from peer networks, relatable content, and brands that demonstrate real social value.

Recognizing this shift, Prudential Indonesia partnered with Supermom under the Project 1MPACT initiative to deliver high-impact financial literacy classes tailored for Indonesian mothers. By engaging the Project 1MPACT participants with meaningful financial education and family budgeting information, the campaign positioned Prudential as both a financial partner and a socially responsible brand—bridging the gap between insurance solutions and the everyday realities of modern family life.

Strategy

Leveraging participants from the Project 1MPACT initiative, the campaign was executed as a hybrid learning series that combined education with community activation. Key components included:

A dual-content format: Foundational financial literacy by Supermom, followed by deep-dive sessions led by Prudential Indonesia.
Pre- and post-learning assessments to quantify learning outcomes and behavioral shifts.
Task-based WhatsApp activation to drive retention and interaction.
Hyperlocal execution through city-based events and nationwide webinars via Zoom.

Impact and Outcomes

Over 5000 participants attended Prudential's Financial Literacy Classes

Expert-Led Education
The program was anchored by certified financial professionals with specialized knowledge in family and household financial planning. This ensured that the sessions delivered not just theoretical knowledge, but practical, actionable insights that participants could immediately apply to their daily lives. The credibility of expert facilitators enhanced trust and positioned Prudential as a reliable source of financial guidance.

Practical, Family-Centric Curriculum
The content was designed around the real-life financial challenges faced by Indonesian mothers—from monthly budgeting and goal-based saving to insurance planning and future-proofing their family's financial wellbeing. This relevance ensured high engagement and retention, as participants could see the direct value of the lessons in their own households.

Seamless Digital Integration
The campaign leveraged a digital-first delivery model, using WhatsApp groups for coordination and engagement, Zoom webinars for live sessions, and mobile-optimized learning materials for self-paced learning. This approach catered to the digital behavior of today’s Indonesian mothers, enabling convenient participation regardless of location or schedule. The result was a scalable, high-touch learning experience that maintained personal relevance while reaching thousands across the country.