How Transpulmin Captured 500 Fully-Verified Leads and Reached 61K Parents Through an Integrated Care Campaign
Most campaigns pick one job: capture leads, or run an event, or drive social awareness. Transpulmin and Supermom did all three, as one connected campaign, designed to move new mothers from a first personal gesture of care, through a meaningful shared experience, to an ongoing community conversation.
The campaign ran in three integrated parts. First, a lead generation programme hand-delivered Transpulmin gift boxes to new mothers across 18 premium hospital touchpoints, capturing fully-verified first-party leads at the most emotional milestone of their journey. Second, an intimate launch event, Dear Mom, We See You, brought together mothers, KOMs, media, and medical experts for a day of education, product experience, and emotional wellness. Third, a Crowd Influence activation used 30 Key Opinion Mothers to carry the message and the product into the wider parenting community across Instagram and TikTok.
Together, the three parts formed a full funnel: a personal touchpoint, a trust-building moment, and community-wide amplification.
About Transpulmin Baby
Transpulmin Baby is a gentle, eucalyptus-based balm from Menarini, formulated specifically for newborns and young children to help relieve the discomfort of colds and congestion. For Indonesian parents, a baby's first cold is one of the most anxious moments of early parenthood, and Transpulmin Baby is designed to be a trusted, soothing companion through it.
This campaign set out to build that trust at scale, under a single unifying message: Dear Mom, We See You. The idea was simple and deeply felt: to meet new mothers in their most emotional moments with genuine care, not a sales pitch.
Objective
Transpulmin needed to do more than raise awareness. The campaign set out to place the product directly into the hands of new mothers, capture premium verified leads for future engagement, build the brand's credibility through trusted medical and hospital partnerships, and increase product consideration among parents of babies aged 0 to 24 months.
Above all, the campaign aimed to position Transpulmin Baby not as a product to be sold, but as a caring family companion that genuinely understands what new mothers are going through.
The Solution
Part One: Lead Generation Through Premium Hospital Touchpoints
Supermom hand-delivered specially curated Transpulmin gift boxes to new mothers across 18 verified hospital and lifestyle touchpoints in Jabodetabek. Each box was a genuine gesture of care, containing Transpulmin Baby Balm, a soft baby towel, a collectible daisy pin, and a warm welcome card celebrating the new mother.
The approach was built on a simple insight: new mothers are at a moment of peak emotional receptivity, and a thoughtful gift delivered through a trusted hospital carries lasting meaning and instant credibility. Distribution spanned premium maternity hospitals and, notably, maternity photography partners such as Nafas Pertama, which extended reach into middle and upper-income families while keeping the audience premium and relevant.
Part Two: The Dear Mom, We See You Launch Event
On 26 November 2025, at RSU Bunda Menteng in Jakarta, Supermom and Transpulmin hosted an intimate launch event for 30 selected KOMs and 15 media representatives, hosted by Transpulmin brand ambassador and well-known public figure Ersa Mayori.
The event was designed as an intimate healing experience. A symbolic hamper handover between Menarini and the Bunda Medik Healthcare System (BMHS) anchored the partnership. A pediatrician-led sharing session with experts from BMHS and Menarini gave mothers trusted education on children's health. A comforting ritual session introduced Transpulmin's products through a hands-on baby massage demonstration. The day also included a Moms Speed Dating session for community bonding and a group hypnotherapy session, Inner Calm for Moms, led by a clinical psychologist, before closing with lunch and networking.
Part Three: Crowd Influence (UGC)
To carry the message into the wider community, Supermom activated 30 KOMs to create authentic content across Instagram Reels, Instagram Stories, and TikTok. Through real product demonstrations and personal parenting stories, creators showed how Transpulmin Baby helps relieve nasal congestion in babies, making the recommendation feel natural and relatable rather than promotional.
Campaign Metrics & Results
Part One: Lead Generation
The lead generation programme delivered premium, high-quality first-party data:
- 500 verified leads captured across the campaign
- 100% profile and mobile verified, with zero duplicate records
- 18 partner hospitals and touchpoints activated across Jabodetabek
- 58% of leads from premium touchpoints, confirming the quality of the audience
- The three strongest hospitals, KMNC, SamMarie, and RSIA Bunda Jakarta, generated nearly half of all leads
Part Two: The Launch Event
The Dear Mom, We See You event created a high-trust brand moment:
- 30 KOMs curated from registrants, invited and in attendance
- 15 media representatives present to extend the story to a broader audience
- Partnership anchored by a symbolic handover between Menarini and BMHS, lending hospital-endorsed credibility
- Expert-led programming across pediatric education, product ritual, community bonding, and emotional wellness
Part Three: Crowd Influence (UGC)
The UGC activation drove awareness and consideration across the parenting community:
- Reach: 61,576 unique audiences
- Impressions: 193,569
- Total Actions: 13,102
- Total KOM Followers: 668,981
- Engagement Rate: 2%, with a 21% engagement-to-reach rate
Instagram was the primary performance driver, delivering around 87% of total impressions (168.6K) and 84% of total actions (11.1K), supported by the strongest engagement quality at 2.3% ER and 26% ERR. TikTok complemented the campaign by expanding reach, proving a valuable secondary channel for awareness.
Why It Works
The Transpulmin campaign succeeded because it understood something most brands miss: the most powerful marketing moment for a baby brand is not a sale, it is a moment of genuine care.
It met mothers at their most receptive moment. A thoughtful gift, hand-delivered through a trusted hospital in the first days after birth, is not advertising. It is a gesture a new mother remembers. By leading with care rather than a pitch, Transpulmin earned the kind of emotional brand recall that paid media cannot buy, and captured premium verified leads in the process.
Hospital and expert partnerships built real credibility. Distribution through premium hospitals and the formal partnership with BMHS gave the campaign instant trust. When a pediatrician educates and a hospital endorses, the brand inherits that credibility. For a product parents give to their babies, that trust is everything.
Three channels did three different jobs, as one campaign. The lead generation captured high-value first-party data, the event built deep trust and advocacy among KOMs and media, and the UGC carried the message to the wider community. Each part reinforced the others, turning a single message, Dear Mom, We See You, into a full-funnel experience spanning the personal, the communal, and the digital.
Verified first-party data is the lasting asset. Beyond the reach and the event, the campaign's most durable outcome is 500 fully-verified, zero-duplicate leads: a premium, permission-based audience Transpulmin can nurture long after the campaign ends. In an era of tightening data access, first-party leads captured through genuine value exchange are among the most valuable assets a brand can build.
