Johnson's baby wanted to reach out to moms by creating a community online, separate from their brand page. We started the Ministry of Moms on Facebook to engage experienced moms and connect new moms. From 2011 to 2014, we created various Facebook campaigns to garner support and trust from Singaporean moms.
In its first year, the page acquired over 39,000 new followers in Singapore. While social media advertising and tracking was still in its early stages, our social campaign Book of 100 Firsts received over 3700 interactions. Not bad for zero dollars spent on post boosts.
Copywriter: Michelle Fun
Art Directors: Christie Way, Meyvi Widelia