In 2023, Comfort Gentle led the industry with 83 percent share, by giving the best gentle care for baby and family. The brand's big goal was to reinforce Comfort Gentle product roles among the core target audience, who are moms with babies in Vietnam.
Comfort Gentle sought to "dial up gentleness" in fragrance to attract non-core targets who seek for mild sensorial experience and credible softness tailored for a baby. This means that Comfort Gentle not only needed a campaign that is strong enough in terms of reach and coverage, but also drove meaningful interactions from consumers, along with affirming the leading position through a breakthrough solution compared to the market.
This is the first time Comfort Gentle used AI technology to bring a new experience to consumers. Comfort's goal was to take advantage of the insight that everyone has a child inside; Comfort sought to create a deep connection with consumers and thereby affirm the importance of the product in the lives of its target audience: Bringing the best softness and care to babies.
Comfort Gentle's target audience consisted of not only mothers with babies, but also extended its reach to any modern adult who is struggling with challenges from life, work, and family.
AI was used to create baby photos from users' photos to connect to the message of the "inner child." Further, social media played a role in amplifying the message through PR, Facebook, and TikTok.
Because the campaign leveraged the power of AI technology, 100 percent of the budget was allocated to digital to ensure optimization of efficiency and reach.
The brand also created a tailor-made content hub microsite to deepen its connection and reach to consumers. The AI technology allowed consumers to submit a photo, answer questions, and then receive a baby image using their photo, along with interesting personality descriptions.
To amplify this activity, both Facebook and TikTok platforms were fully utilized to inspire consumers and create buzz, through both owned and paid media activities. Comfort Gentle also utilized the partner's exclusive display advertising technology ADX to ensure paid media operated effectively.
At the time of the campaign, Comfort Gentle focused heavily on the core target group, and the activities mainly revolved around either educational content or inspiring emotions about motherhood.
The campaign successfully rekindled the joy in its consumers by reminding them of the happy childhood world they once experienced. The metrics of impressions, reach, and interaction achieved not only proved the effectiveness of the campaign but also showed that choosing generative AI technology was the right strategy for this time.
