Scott's reached 2 million mums via Ibuencer from Rainbow Gummies Virtual Launch


More than ever, businesses need to stay resilient. We need to change our mindset as we explore ways to build successful campaigns with quality reach and amplify brand awareness.

It is also the time to get ready to adapt to significant changes in business environments and of them is — virtual experiences.

The Brief

Following the success of last year’s launch for Scott’s Emulsion, this year Scott’s reached out to Ibuencer to launch its new innovation, Scott’s Gummies with DHA – in CMCO settings. Scott’s Gummies with DHA great-tasting rainbow gummies with 3 delicious flavours are packed in just one convenient bottle. It is a great way for mums to get children to take vitamins.

Teasing Phase and Virtual Launch

Mum influencers were excited to try out the NEW Scott’s Gummies with DHA. Ibuencer and Scott’s drove a campaign with a virtual launch that was charged with emotions.

Via Ibuencer, Scott’s engaged with influencers with children of 5 years old and above including celebrity mumpreneur of two, Yasmin Hani Richardson, who shared her own experience with her little ones, via a live recording session on social media.

Yasmin shared that her children love Scott’s Gummies with DHA even though it has fish oil in it. And we know it’s not easy to ask children to take fish oil every day but Scott’s Gummies with DHA just makes it so much easier for them!

The Result

Brand awareness was further amplified with the buzz created across social media to reach almost 2 million parents to get their children to try out the new Gummies with DHA.

Not only that, the campaign managed to achieve engagement rate as high as 8.9% which is above the industry benchmark of 1.6%

The Verdict

Jenny Ng, marketing manager of VMS (Vitamin Mineral & Supplement) is very happy with the result generated from this campaign.

Ng who has been with GSK for 5 years and 10 years in FMCG marketing said that in the past, Scott’s held product launches and school programmes through on ground activities and activation. However in year 2020, due to pandemic, many on ground activities were put on halt so there was a strong urge to find a good alternative to reach out to Scott’s target market, mums with children.

“Mother trusts other mothers. Motherhood has provided a platform for influencer mums to advocate Scott’s brand and it is a trustworthy platform for a well-known brand like Scott’s to work with,” said Ng in our interview.

About Ibuencer

Ibuencer (Ibu + Influencer), a data-powered platform is a subsidiary under Motherhood.com.my. It is also the largest mum influencer community in South East Asia. Ibuencer gathers all mum influencers and brands to connect and create a wonderful ecosystem of consumers in Malaysia, Singapore and Thailand.

With offices in Malaysia, Singapore and Thailand, Ibuencer currently has 5,000+ active instafamous and parenting influencers, who post about things they love everyday on Instagram story, Facebook post and blog sites.

According to Petrina Goh, the founder and CEO of the Nuren Group, Ibuencer is a platform with the goal to connect mum influencers to the right campaign and brand. Having the right influencer marketing is crucially important in creating optimal social awareness and engagement for the brand.

Farhana Nasir, Ibuencer marketing manager also describes that Ibuencer built a seamless app for Influencers to access and gain new opportunities to take part in new product launches or campaigns. “For brands, Ibuencer is enabling brands to get connected with the right ibuencer that fits brand profile & business objectives in a more customisable way, ” said Farhana.

Ibuencer.com: Introduction to Mum Influencer Marketing in South East Asia

Check out Ibuencer success stories on how their influencer marketing solution helps advertisers engage the right talent for the right campaign, hence creating optimal social awareness & engagement for their brand. For more Ibuencer’s case studies, click here.