Mobile > Mobile Applications
AFRICA, Sao Paulo / PROCTER & GAMBLE / 2014
Overview
Credits
Execution
The technology was distributed directly to mothers through a bag that contained a device, a plush toy (bears, balls and hearts were used) and an instruction manual. In the manual, the consumer was instructed to download the app and sync your phone to your handset.
Outcome
My Baby's First Text Message is helping to keep the anti-rash cream as market leader in Brazil.
Hipoglos has been with Brazilian families for more than 70 years and the innovative My Baby's
First Text Message technology is contributing to keep the brand in a leadership position, and
make it impossible for the competition to consider it an old product.
The project created a positive impact in Hipoglos sales. The total value added for the brand goes
much further than that. The relationship of confidence that these mothers have for Hipoglos has
strengthened. The project generated many comments online, on Twitter, on blogs, and
programs. One survey showed that Hipoglos is ahead not only in sales, but also in the amount
that Brazilian mothers remember the brand. Reaching a share of mind level from 70% to 78%.
Strategy
?My Baby's First Text Messages contributes to mother-child relationship during one of the most important moments in both of their lives, when they are really establishing a connection. The first few months of a baby's life. With this innovation, mothers can keep the style of life that our world demands today, being a mom at the same time they continue working outside the home. The cry recognition system is unique and was made through a combination of diverse studies and exclusive technology. Developed especially for this device.
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