Comfort Gentle Care partnered with Grab for an experiential activation that showcased why it needs to be the go-to brand for new or expectant mothers invested in keeping their babies and themselves comfortable.
Comfort Gentle Care aimed to strengthen its relevance and meaningfulness to moms by elevating the needs of pregnant women during their motherhood journey. By doing so, Comfort sought to reaffirm its leadership among expectant and current mothers, thereby improving its overall business.
Traveling while pregnant or having newborns has never been easy for mothers. This is especially true in the modern era, where traveling occurs much more frequently. The urge for meticulous newborn care is essential, mothers wanted to assure the safety of their babies, while also needing to be cognizant of the gentle care needed on babies' sensitive skin, no matter where they are.
Despite being a well-established and leading brand in the Fabric Enhancer market for years, Comfort Gentle Care needed to further differentiate its brand and drive relevancy. To do so, Comfort Gentle Care needed to make innovative efforts to ensure satisfaction among Vietnamese women and their babies.
Comfort Gentle Care is attractive for those who care deeply about their babies' safety and the sensitiveness of their skin. As such, Comfort mainly targeted Vietnamese women with newborn babies who are committed to quality and do not compromise on products that do not offer their babies safety and gentleness.
Touchpoints for new or expectant moms are everywhere. Still, they are fragmented, making it difficult for Comfort to target the right mom segments via interest, drive brand relevancy, and trigger users for consideration.
Recognizing the need for a strategic alliance, Comfort boldly partnered with Grab Car, the leading super app in Vietnam. This partnership aimed to provide pregnant moms with a comforting journey and meticulous care for their newborn babies. As Grab is a popular choice for Vietnamese women for daily needs, the added care from Comfort became significantly important during pregnancy and childbirth.
Comfort Gentle Care was on a mission to empower Moms to make safe, comforting, and gentle choices at every step of their motherhood journey. Comfort was committed to taking care of moms and newborn babies, even in the smallest things. The creative and media strategy was built on two pillars:
Together with its partners at Grab partner, Comfort introduced a new function on Grab Car called Grab4Mom, with the message "Chuyến Đi Ân Cần" (The Comfort Journey). This function was designed to cater to the unique needs of pregnant women and new mothers. Once a user is pregnant or carrying their baby, they can activate the Grab4Mom button and embark on a specially customized journey that provides the utmost comfort and care.
When people booked a traveling service via Grab Car and clicked on the Grab4Mom function, they got a Gentle Car with a full 100 percent branded car-wrap. These provided moms with the gentleness of a Comfort Teddy Bear, a lumbar pillow, a seat belt designed for pregnant moms, and mild fragrance scent bags with the Comfort brand integrated.
Understanding the mom segment's needs, Comfort also customized the promo on the journeys so that when users used Grab4Mom with Comfort, they could receive special discounts to frequently visited places for moms, such as hospitals, obstetrics, and gynecology clinics. Comfort played a dedicated companion towards moms everywhere they needed.
Comfort also deployed out-of-home stunts in the two biggest cities in Vietnam — Hanoi and Ho Chi Minh. The key visuals of Comfort Journey and Grab4Mom were in the most relevant touchpoints with Mom segments, from the hospitals and health care clinics to the resident buildings and moving car ads across the busiest traffic intersection of the cities.
Comfort ensured visibility of the Comfort Journey and Grab4Mom at the relevant touchpoints. The users could scan the QR code to redeem the gifts and Grab Mart and Grab Car vouchers to use the next time.
Despite being a leading brand in the Fabric Enhancer market, Comfort Gentle Care was losing its differentiation and relevancy. With this effort, the brand was able to turn the tide. Results included:
