Singapore-based Supermom is Southeast Asia’s leading parenting data platform. It empowers parents to learn from a deep and highly engaged community of peers while also offering “key opinion moms” extra income by promoting brands on their social channels.
In parallel, Supermom arms global consumer brands with troves of proprietary consumer data that, until recently, could not be found elsewhere.
Launched in 2022, and with early backing from AC Ventures, today it shows impressive credentials with over 100 brand partners and a 100 per cent retention rate of top clients. With more than three million profiled moms across over 6,000 private community groups, it is poised for a projected 100 per cent growth in 2024. As a hub for influential moms and brands, Supermom is reshaping parenting trends and solutions across the region.
The chief influencers
The company’s CEO Luke Lim recently joined an episode of the Indonesia Digital Deconstructed podcast to discuss the outlook on Southeast Asia’s parenting sector and how his company is retaining all of its large, multinational clients, including the likes of Unilever, Nestlé, Johnson & Johnson, Kimberly Clark, and others.
“Let me start by posing a simple question: In most families, who do you think influences the majority of purchases? When I survey families, about 90 per cent consistently identify women as the primary decision-makers,” explained Lim. “Globally, the statistic is approximately 85 per cent. Women are key in determining household purchasing choices. This significant influence of women is fundamental to Supermom’s business model.”
“Now, for the second part: If moms wield such influence at home, guess where they get their cues from? You guessed it—other moms,” added Lim with a smile. “This highlights just how crucial the community aspect is. Statistically, 80 per cent to 85 per cent of their purchases are swayed by their social connections.”
Extra income for parents
Supermom’s thousands of private community groups help moms and parents share information and learn from one another at various stages of their journeys. The platform leverages this baked-in social dynamic, subsequently empowering mothers to become micro-entrepreneurs in their own right.
Also Read: AC Ventures aims to drive positive societal change, economic impact in SEA
Supermom community members can earn supplementary income by endorsing products on their public-facing social channels. By quickly tapping into and mobilising the communities on its platform, Supermom can offer brands rapid content generation, deploying thousands of moms to produce user-generated content that gives brands timely and relevant insights across Southeast Asia.
Lim added, jokingly, “I can trigger a community of over 6,000 members to start posting publicly about your brand. Who knows? Maybe it will get famous overnight.”
Priceless data for brands
One of the keys to Supermom’s success is its community-centric approach to brand service. By letting mothers rank brands across 16 different categories and answer internal surveys and polls about products and the problems parents need solutions for, Supermom not only engages its user base but also strengthens relationships with top clients. It offers the Unilevers of the world priceless colour and first-party consumer data from Southeast Asia that simply cannot be sourced elsewhere.
Looking forward, Lim is enthusiastic about the prospects of expanding Supermom’s influence and operations in Southeast Asia. Speaking to the user journey, he envisions a platform integrated into the lives of Southeast Asian parents to the point where they will keep coming back to learn and earn continuously – regardless of whether they’re pregnant for the first time, or already raising a family with kids of various ages.
Lim said, “In the next five to ten years, we aim to engage at least 20 per cent to 30 per cent of Southeast Asia’s parenting community. Our goal is not just for families to have heard of Supermom, but for them to actively use our platform. It’s pretty simple, but that’s our vision for the long term.”
Get the full episode on Spotify and Apple.
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Image credit: AC Ventures
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