The Japan’s No. 1 Household and Personal Care brand with over 130 years of history is part of the life of every Malaysian household in the likes of Attack, Magiclean, Merries, Biore and Laurier. Moxim won the creative pitch among a cohort of competitive agencies with “Welcome To My Modern Parenthood (WTMMP)” proposition.
The WTMMP campaign aimed to build awareness among families with young kids, riding on Merries (baby diapers) alongside Attack (laundry range) and Magiclean (home care solutions).
As a strategic partner of Kao, Moxim exceeded expectations with spot-on ideation, strategy and costing. Our utmost commitment and good working relationship pushed the overall combined category sales up by 123% (2016 vs 2018) for Kao, with a double-digit year-on-year category growth, which further affirmed our hard work in consolidating resources and follow-ups. Kao had also recorded a strong 25% - 50% cross category purchase growth for Merries, Attack and Magiclean as the target market (young families) keeps on expanding with the Malay segment doubled up in just two years since the inception of the campaign. Our responsiveness and attention to detail are two other important drivers. On a commendable note, Kao achieved 60x of media ROI for this regional on-ground engagement with a strong coverage by both the print and electronic/ digital media. It also made it to the Malaysia Book of Records for over 39,000 parenting guidebooks distributed.
The campaign itself set a new benchmark for Kao, being a shiny example of brand activation for all the other category brands under the same group. Such ingenuity has won Moxim the trust and recognition from Kao to continue the WTMMP campaign into its 5th consecutive year running. It has certainly been a remarkable milestone for both Moxim and Kao.