Brand case study · Baby and maternity retail · Singapore
Mothercare SG should inspire new mothers, then convert within their budget
For Mothercare SG, SOMIN read 4,049 social posts and ads from 11 baby and parenting brands. New mothers were the most addressed type of mother, identified 2,999 times, so SOMIN mapped how brands reach them.
The challenge
New mothers face a lifestyle shock and a financial concern
This is especially true of a first child. The study compared how brands address new mothers in ads and in organic posts.
The approach
4,049 items sorted by mother type, persona and tension
- Collected Instagram, Facebook and Ads Library content.
- Classified items by mother type, from expectant mothers to empty nesters.
- Detected ad and post personas, tensions and engagement ratios.
- Added psychological, sociological and economic reasons.
Key findings
How 11 baby brands address new mothers
Ads sell savings, posts sell family life
The Family-Centered Savings Seeker led ads (131 items); the Family-Centered Wellness Advocate led posts (2,416 items, 80,573 engagements).
Affordable quality dominates both channels
Affordable and High-Quality Baby Products was the top tension in ads (90 items) and posts (1,120).
Life beyond the product engages more
Creating Safe and Comfortable Spaces for Babies drew the most post engagement, 39,657 from 797 posts. Parenthood challenges engage more than products.
What SOMIN delivered
Mothercare SG's new-mother map of personas and tensions
- Types of mother: new mothers (2,999), mothers of infants (2,308) and of toddlers (1,823)
- 5 ad and 4 post personas by media and engagement
- 5 ad and 5 post tensions
- Reasons behind the tensions, to inspire creative directions
“When it comes to purchasing, it’s about providing the best you can within your budget.”
From the SOMIN study
The outcome
Mothercare SG needs a funnel from aspiration to budget
Tap an aspirational mindset in awareness and consideration, then show how Mothercare SG fulfils it within a mother's means, with a purpose for each platform.
FAQ
Mothercare SG case study FAQ
About SOMIN
SOMIN is a Singapore-based AI marketing-intelligence platform. It turns real-time competitor and audience data into pre-scored propositions, briefs and creative concepts for brands, agencies and creator programmes across 11+ markets.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
Which brands were in the study?
Baby Kingdom, Babyland, Cotton On Kids, First Few Years, Hatchery Cribs, Kiddy Palace, MothercareSG, Motherswork, Mummys Market, Pramfox and Pupsik.
How do ads and posts differ for new mothers?
Ads lean on savers and value seekers, posts on family-centric wellness advocates. Other personas earn higher engagement ratios, so the persona is multi-faceted.
Are the reasons based on market data?
No. They are textbook theories, which SOMIN usually checks against survey or BI data.
Get the full Mothercare SG case study
Every page of the brand briefing: the data, the whitespace, the personas and the creative. Free, straight after a short form.