Bobby delivered a trade marketing activation with Diana at grocery stores around local markets, bringing the two brands together in marketing and sales activities that addressed women’s personal care and young children’s care within the family.
Guided by “Caring for mothers – Loving babies”, the campaign combined Diana feminine care products with Bobby diapers to provide convenient shopping for mothers and families with young children.
Through face-to-face advice, product introductions, sampling, promotions and a lucky wheel with gifts, Bobby connected with Diana’s customer base to reach more young families while helping grocery stores increase sales.
Campaign activities
- Co-Brand Trade Activation: Bringing Bobby and Diana together in one retail activation, connecting the needs of mothers and babies.
- Traditional Trade Activation: Activating at grocery stores around local markets to reach mothers, women and families with young children directly.
- Product Sampling & Introduction: Introducing Bobby diaper ranges alongside Diana products, explaining product features and distributing trial samples as part of the campaign.
- Mother & Baby Engagement: Engaging mothers to understand childcare needs and advise on Bobby products suitable for each stage of a child’s development.
- PG Engagement: Promoters approaching customers, offering product advice, explaining promotional activities and assisting with purchases in person.
- POSM Branding & Display: Setting up Bobby and Diana display shelves, product counters, standees and banners to strengthen both brands’ visibility at the point of sale.
- Minigame & Lucky Draw: Organizing a lucky wheel and purchase-with-gift activities with practical gifts for mothers and babies.
- Retailer Support: Working with grocery store owners on displays, product introductions and promotions to attract customers and support sales.
- Sales Promotion: Combining Bobby and Diana shopping offers and gifts to encourage customers to choose suitable products for mothers and babies.
Value delivered
- Brand Awareness: Increasing Bobby’s recognition across grocery stores and extending customer reach through Diana’s presence.
- Mother & Baby Connection: Connecting the two brands throughout women’s and children’s care journeys to meet practical family needs.
- Customer Reach: Reaching more mothers, expectant women and families with young children around local markets.
- Cross-Selling Opportunity: Creating opportunities to sell Diana and Bobby products together and increase shopping value per customer.
- Retailer Engagement: Helping grocery stores attract shoppers, improve display effectiveness and develop relationships with the brands.
- Sales Conversion: Encouraging purchase decisions through personal advice, product trials, promotions and gifts.
- Brand Loyalty: Building mothers’ trust in and loyalty to Bobby through personal attention and direct engagement.
BOBBY – CARING FOR LITTLE ONES, SUPPORTING MOTHERS
