How Walch Reached 2.98x Its Target by Letting Mothers Through Digital & Offline Community Activations; Amplified By The PAW Patrol IP

The most trusted voice in parenting is another parent. Walch and Supermom built an entire campaign around that single truth, across three connected touchpoints that together carried a mother from meeting the product to discussing it with her peers.

One touchpoint was in person. Walch joined PAW Patrol Adventure, Supermom's two-week family activation at One Holland Village, as a partner brand, placing the product directly into a trusted, high-footfall family environment where thousands of parents came to play with their children. Running alongside it across the wider May to September period were two digital touchpoints. First, 30 Key Opinion Mothers posted an honest review of Walch Natural Disinfectant Liquid on Instagram, showing the product in their own homes: on toys, floors, highchairs, and play mats. Second, each creator mirrored her review into a Singapore parenting group on Facebook where she is a genuine, active member, and then stayed to answer the mothers who replied.

The same review, from the same creator, did two different jobs online: Instagram put the product in front of mothers, and Facebook got them talking about it. Around both ran the event, where families met the product in person. The result was a campaign measured not just by how many mothers saw Walch, but by how many met it, trusted it, and discussed it with a peer.

About Walch

Walch is a trusted home hygiene brand, and its Natural Disinfectant Liquid is designed for families who want effective protection that is gentle enough for daily use around young children. Built on a plant-based formula and a 99.999% germ-kill claim, the product speaks directly to one of the most universal anxieties of early parenthood: keeping a home safe for a toddler who touches, and tastes, everything.

For this campaign, Walch wanted more than visibility. It wanted parents to meet the product in a trusted setting, and then to genuinely talk about it, in their own words, inside the communities where they already turn to one another for advice. To do that, Supermom built an integrated push that worked in person and online at the same time, including a presence at the PAW Patrol Adventure family event.

Objective

Walch set out to share authentic organic reviews of its Natural Disinfectant Liquid, increase talkability and awareness of the product, and generate genuine user content inside selected Singapore parenting communities. The in-person presence at PAW Patrol Adventure added a further goal: to put the product directly into the hands of families in a trusted, real-world setting. Across all of it, the audience was clear: mothers of babies and toddlers, the households for whom a safe, gentle disinfectant matters most.

The Solution

Supermom built the campaign around three complementary touchpoints, running in person and online across the May to September period.

The PAW Patrol Event: In-person Activation

Walch participated as a partner brand in PAW Patrol Adventure, Supermom's two-week family activation at One Holland Village, built around one of the most loved children's characters in the world.

The event drew thousands of families into a trusted, high-footfall environment of character meet-and-greets, play, and brand discovery, with partner products placed directly into the hands of attending families through the experience and its goodie bags. For Walch, this was a chance for parents to meet the product in person, in a setting defined by family trust rather than advertising.

Instagram UGCs: The Peer Reviews

Supermom activated 30 KOMs to each post a reel or photo review of Walch in her own home, showing the product in genuine daily use around her children.

This content was built for reach and discovery, putting the product in front of a large audience of mothers through posts that felt personal rather than promotional.

Facebook Groups: Seeding Organic Conversations

Each KOM then mirrored her review into a closed Singapore parenting group where she is a trusted, active member, across 19 distinct communities.

This is where the campaign did its most interesting work. Other mothers replied, and the creator answered them, turning a one-way review into a genuine peer conversation about trust, safety around children, and even the product's scent.

The three touchpoints were deliberately complementary: the event to be met, Instagram to be seen, and Facebook to be discussed.

The campaign delivered a trusted in-person brand moment, nearly tripled its digital reach target, and generated the real peer conversation the brief asked for.

On the ground, at PAW Patrol Adventure

Walch featured as a partner brand in a two-week family event that drew thousands of families into One Holland Village
The wider activation generated over SGD 1 million in total campaign media value and reached more than 100,000 parents across its digital and direct channels
Partner products, Walch among them, were placed directly into the hands of attending families through the experience and its goodie bags

Digital reach and engagement

Total audience reach: 357,426, which is 2.98x the 120,000 target
Facebook groups alone delivered 148,100 reach across 19 distinct communities, clearing the entire target on their own
Total engagements: 14,622 across 60 posts
60 pieces of content delivered: 30 Instagram reviews and 30 mirrored Facebook group posts

Two platforms, two distinct jobs

Instagram carried 93% of all engagement and drove the campaign's reach and views
On Facebook, comments made up 59% of engagement, against 9% on Instagram, confirming it as the channel where real conversation happened
Across the top Facebook threads, mothers discussed Walch unprompted, with trust and child-safety the most common themes

Genuine intent signals

In the member comments read across the top three Facebook threads, mothers spontaneously said they use Walch, would try it, or would buy it
Sentiment was overwhelmingly positive, with no negative comments in the threads reviewed
The most common reply was a simple peer endorsement: a mother confirming she uses it too

The Walch campaign worked because it understood the difference between being seen and being trusted, and built deliberately for both, pairing an in-person brand moment with an online conversation.

One product, three reinforcing touchpoints. Most campaigns pick one channel and one metric. Walch ran across three that reinforced each other: families met the product in person at the event, saw it reviewed by a trusted mother on Instagram, and watched other mothers discuss it in their own parenting group. Meeting a product, seeing it endorsed, and hearing peers talk about it are three different kinds of trust, and the campaign built all three. No single touchpoint would have told the full story.

A trusted environment did half the work. PAW Patrol Adventure was not a generic sampling opportunity. It was a warm, high-footfall family setting where parents arrived with their guard down, there to play with their children. Meeting a home hygiene product in that context, rather than in an ad break, lent it the same family-first credibility the event itself carried. The in-person moment set up the trust that the digital conversation then deepened.

The creator was a real member, not a visitor. The reason the Facebook conversations worked is that each KOM posted into a community she genuinely belongs to. When a mother sees a recommendation from someone she recognises in her own parenting group, she reads it as advice, not advertising, and she replies. That trust is the entire mechanism of word-of-mouth, and it cannot be bought with reach alone.

Smaller and closer outperformed bigger. The campaign's data showed a clear and valuable pattern: smaller groups and smaller creators worked harder. Posts in groups under 4,000 members earned more engagement per post than those in groups over 10,000, and micro-creators returned far higher engagement rates than large accounts. In an intimate community, mothers know the poster, so they respond. This is a repeatable insight for any brand seeking conversation over raw volume.

Mothers answered with trust and safety, not formula. The brief led with a plant-based formula and a 99.999% germ-kill claim, but mothers replied about what actually matters to them: whether it is safe for their children, whether other mothers trust it, and even how it smells. That is a valuable lesson in how parents really evaluate a product, and a clear direction for future messaging: lead with the parenting moment, and keep the technical claim as the proof behind it.

The 2.98x reach is the headline. The deeper result is a campaign that moved mothers from meeting Walch in person to discussing it with each other, which is exactly where purchase decisions in this category begin.