Spikes Asia

Real Mom's Village on Metaverse with Real Results

MINDSHARE, Taguig / BABY DOVE / 2023

Overview

Entries

Credits

Overview

Background

Since its inception in 2018, Baby Dove has positioned itself as one of the leading baby brands with its strong moisture proposition in a category that focuses on products that offer gentle and mildness for babies’ skin

Known for its promise of delivering supreme moisture and real care, Baby Dove aspires to be the most trusted and preferred skincare brand for babies. To reach out to moms, specifically, first-time moms, navigating motherhood, the brand wanted to launch a campaign that creates unique experiences that speak to mothers.

Idea

BABY DOVE REAL MOMS VILLAGE, AN INTERACTIVE METAVERSE PARENTING PARADISE

Baby Dove then created the Baby Dove Real Moms Village in U-COINVille.

U-COINVille is Unilever’s innovative entrance to the metaverse, and is a virtual hub where users can play, shop, and learn while also collecting rewards through U-COINs, the official currency of U-COINVille, which they can use to exchange for real-life rewards like cash, load, and discounts.

Real Moms Village was built to be a parenting paradise. All dialogue is pivoted to encourage and reassure parents that there’s no ‘one-size fits all’ approach to parenting, so striving to find the best one that works for them and their child is key. Each activity was designed to educate moms and dads alike on every day parenting challenges - from finding safe and effective products for their baby’s skin type, bath time tips, and tricks, to simply collaborating with other parents.

Strategy

A WOMAN’S MINDSET IS DIFFERENT IN EACH STEP OF HER MOTHERHOOD JOURNEY

Mothers’ perspectives and priorities change from the time they enter pregnancy to their foray into becoming first-time moms. These changes come with the motivation to discover how they can make their experiences with motherhood insightful and enjoyable. From these realizations, Baby Dove learned that their audiences were mostly expecting moms, first-time moms, moms to toddlers, and experienced moms.

This metaverse hub was created for mothers feature a rewarding, learning journey where they can practice baby virtual care and explore a park-like hub while collecting rewards they can exchange for real-life items like cash, load, discounts, and food.

Simulation games have always been popular, but due to the pandemic and the nature of staying at home, interests in these types of novelty have increased exponentially. This metaverse environment embraces this concept by creating a hub made especially for mothers.

Execution

The campaign executions included the following:

1/ Care Cafe’s Mom Switch Story was the first immersive brand experience (IBE) that pioneered the launch of Real Moms Village. By convincing NPC moms to switch to Baby Dove, consumers were also able to learn its benefits.

2/ Real Care Center’s Baby Bath Time added in-depth descriptions for each product along and even had a fun, step-by-step bath time guide from start to finish.

3/ Inspired by the saying, “It takes a village to raise a child”, Real Moms Village Park was centered on encouraging parents to collaborate and build a community, consisting of various domes that housed various activities to get U-COINs.

4/ Lastly, as a special 11/11 treat, Baby Dove also launched Bubble Dash. This quick scavenger hunt was designed to help consumers earn U-COINs for the 11/11 sale collab with Baby Shark.

Outcome

With 6 immersive brand experiences, Baby Dove Real Moms Village was able to educate its consumers on the ff:

- The best Baby Dove products for each skin type,

- Effective bath time tips for first-time and veteran parents alike, and

- The importance of teamwork when growing or building something - all through new and diverse ways to play-to-learn and earn.

Each of the hub within the Real Moms Village also achieved amazing results:

CARE CAFE

Visits: 606

Avg. Time: 2m

IBE Activations: 322

IBE Completions: 55

U-COINs Awarded: 24