Dumex Dugro's new campaign to inspire children - MARKETING Magazine Asia

Dumex Dugro’s new campaign to inspire children

Dumex Dugro has launched a musical series titled “Kisah Dugro Buddies” (Tales of Dugro Buddies) in collaboration with Rouge by Entropia, presenting three 60-second episodes encouraging core values in early childhood development.

Tapping into the growing popularity of edutainment, the series showcases different scenarios of Dugro Buddies demonstrating moral values in their everyday lives.

Dugro has in the past showcased a wide range of nutritious products, roadshow activities, and provided useful tips for mothers and a 24/7 mother-to-mother careline.

In the recent campaign which introduces “Kisah Dugro Buddies”, Dugro aims to assist parents in instilling positive values within their children so they get the best start in life and grow up to become useful members of society.

The musical series presents five #DugroBuddies characters; Aiden the Leader, Jolly Jane, Big Sis Sussie, Brainy Ben and Kosmo the Kucing. Each character was brought to life and inspired by Dugro’s nationwide promotion featuring stackable tiffins.

The first musical capsule centres on the value of ‘Sharing’ and features Big Sis Sussie sharing her stationery with her friends.

The video has surpassed 1.2 million views on YouTube within its first week with average watch time of 54 seconds.

Following the success of the first, the second episode which highlights ‘Caring’ managed to garner 800,000 views within its first week with average watch time of 58 seconds.

The last episode that features ‘Honesty’ has been released on April 12th 2019 and has managed to achieve 1 million views in its first three days with average watch time of 56 seconds.

Samantha Tay, Principal of Rouge By Entropia said, “Research indicated that moms worry on how to instill good moral values in their kids when they are constantly influenced by exposure to multiple digital channels.

Kids resonate with cute characters that they can relate to and hence we were very happy to be working with Dumex Dugro to bring alive the values of Sharing, Caring and Honesty through imaginative characters and content pieces with a foot tapping musical familiarity.

In conjunction with the series, short videos of the values were posted on Facebook to encourage mothers around the nation to exchange feedback and personal experiences on ways they motivate their children to adopt these moral values.

Quah Ye Vian, Senior Marketing Manager of Dugro expressed “Dugro has always wanted to stand by mothers throughout their motherhood journey as they nurture their children to be so much more – to grow into healthy, mature adults with good character.

“It’s an incredible journey working in tandem with Rouge by Entropia in curating content that’s relevant to the latest trends and that connects to the hearts of our consumers.”

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