Challenge
In Indonesia’s dairy and nutrition category, social media is a crowded space. Many brands talk to similar target audiences, especially mothers who are looking for the best products, guidance, and inspiration to support their children’s growth. Because the target market is similar, brands often compete with comparable messages around nutrition, development, parenting, and children’s potential.
For Bebelac, the challenge was to stand out in this noisy environment and increase brand consideration through stronger social media conversation. The brand needed to create word of mouth that felt natural, relevant, and engaging for mothers, rather than relying only on regular brand content or product communication.
At the same time, social media algorithms were changing. Organic reach became harder to achieve, and brands needed to be smarter in how they planned content quantity, timing, and engagement mechanics. Posting more content did not automatically guarantee better performance. In fact, too many posts could become inefficient if they did not create enough conversation or relevance.
Bebelac needed a campaign that could use social media more effectively. The goal was not only to create content, but to create the right kind of content that could trigger conversations among mothers and increase the brand’s share of voice.
The challenge was clear: how could Bebelac compete in a noisy category, build stronger word of mouth, and improve social media performance with a smarter and more efficient content approach?
Strategy
Redcomm developed a social media strategy that combined relevant trending issues, mother-focused participation, KOL amplification, and algorithm-conscious content planning. The goal was to create stronger buzz without depending on a higher volume of posts.
The strategy started with the understanding that mothers are naturally proud of their children’s growth, achievements, and unique qualities. This behavior created an opportunity for Bebelac to build a campaign around positive sharing and parental pride.
From this insight, Bebelac initiated the Show Your Greatness platform under the campaign hashtag #GrowThemGreat. The idea encouraged mothers to celebrate and share their children’s greatness across social media, especially on Facebook and Instagram.
Instead of forcing a brand-led message, the campaign created a space where mothers could participate through their own stories. This helped make the conversation feel more organic and emotionally relevant. Mothers were not only receiving brand communication. They were invited to become part of the campaign.
To strengthen buzz, Redcomm also involved KOLs and online mother communities. Their role was to help amplify the message, create trust, and encourage more mothers to join the conversation. This was important because mothers often rely on peer recommendations, community discussions, and relatable content when engaging with parenting and nutrition brands.
The strategy also responded to Facebook algorithm changes. By focusing on fewer but more effective posts, the campaign aimed to maintain higher organic reach with less resource usage. This approach allowed Bebelac to work more efficiently while still improving social performance.
Execution
The campaign was executed through a series of in-moment trending topics and social media activities designed to create conversation around Bebelac’s digital platforms. Each content piece was built to connect with mothers through relevant themes, emotional triggers, and participatory mechanics.
The Show Your Greatness campaign invited mothers to share their children’s greatness through Facebook and Instagram. This simple participation idea tapped into a natural behavior: mothers love to celebrate their children’s progress, personality, and achievements.
By encouraging mothers to “brag-post” about their children in a positive way, the campaign created user-driven conversation. This helped Bebelac build word of mouth around the brand while making the content feel personal and authentic.
KOLs helped amplify the campaign by sharing the message with their own audiences. Their content supported the campaign idea and encouraged more mothers to participate. Online mother communities also played an important role by helping the campaign enter conversations where the target audience was already active.
The execution also used a more efficient content rhythm. Instead of increasing the number of posts, Redcomm focused on creating fewer posts with stronger relevance and better potential to trigger engagement. This helped the campaign align with social media algorithm changes and reduce unnecessary content volume.
The campaign content was designed to feel warm, positive, and empowering. It positioned Bebelac as a brand that supports children’s potential and celebrates the role of mothers in helping children grow great.
Redcomm’s role included developing the social media strategy, creating the campaign framework, identifying relevant conversation triggers, planning KOL amplification, and optimizing content around platform behavior.
Through this execution, Bebelac was able to turn parenting pride into a social media conversation that supported brand consideration and helped the brand compete more effectively in a noisy category.
Results
