Singapore-based Supermom helps parenting manufacturers navigate a post-cookie world •

Supermom, a parenting platform with 20 million customers in six Southeast Asian international locations, presents dad and mom worth comparisons, communities and the prospect to earn cash by finishing surveys. For manufacturers, it provides them a option to conduct market analysis and gather first-party information, which is vital as entrepreneurs put together for a post-cookie world.

The Singapore-based startup introduced immediately it has raised an oversubscribed Collection A of $8 million SGD (about $6 million USD) led by Qualgro, with participation from AC Ventures. Supermom at the moment has a presence in Indonesia, Malaysia, Singapore, Vietnam and Thailand, and plans to develop into extra markets. Over 200 shopper manufacturers use Supermom for advertising analysis, together with Kimberly Clark, Procter & Gamble and Philips.

Supermom was based by Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, and initially began as a platform in 2013 for neighborhood teams and in-person occasions. “Motherhood is sort of a lonely journey and I wished to assist different dad and mom,” stated Ong. The subsequent 5 years had been centered on Singapore. Then in 2019, Supermom’s group determined they wished to scale throughout Southeast Asia, in order that they pivoted their focus from neighborhood occasions to digital advertising.

Supermom’s market analysis platform for companies lets manufacturers carry out market testing with very focused teams of individuals. Its backend tracks the demographics of fogeys in its database, together with aggregated information in regards to the age of their youngsters, their occupations and pursuits. Along with writing critiques or taking part in surveys, dad and mom can apply to be model ambassadors by means of Supermom, and once they do, manufacturers can see their variety of followers on social media and what teams they’re in.

Qualgro associates Jeremy Soh and Neo WeiSheng, with Supermom founders Rebecca Koh, Joan Ong, Lynn Yeoh and Luke Lim

Qualgro associates Jeremy Soh and Neo WeiSheng, with Supermom founders Rebecca Koh, Joan Ong, Lynn Yeoh and Luke Lim

Lim says that quantitative surveys of about 1,000 folks often takes months to place collectively, however may be achieved inside an hour by means of Supermom. Surveys may be launched concurrently in six international locations, with particular customers invited to take them. To arrange a survey, manufacturers choose a rustic, then filter for particular demographics like age of youngsters. Supermom’s platform additionally guides them by means of the method of writing questions.

Along with their very own surveys, manufacturers additionally get data like model indexing, or a rating of which manufacturers are most trusted by shoppers. That information may be damaged down by demographic—for instance, researchers can see if a model is utilized by 50% of moms aged over 30 years, after which slender that down by disposable revenue stage.

Supermom will use its new funding on its information and product capabilities, and growth in Southeast Asia.

“As firms all transfer right into a cookieless world, having direct entry to shoppers may be very, essential,” stated Ong. “As a result of they will now not do retargeting and use cookies to focus on shoppers. So with the tens of millions of customers that we have now, we’re serving to quite a lot of manufacturers to get this vital first-party information to allow them to truly entry their target market.”

In a press release in regards to the financing, Qualgro basic associate Weisheng Neo stated, “We acknowledge the present hole in manufacturers’ entry to dependable, safe information on dad and mom, a big and rising buyer section. Manufacturers will discover the Supermom platform to be a treasure trove of insights and first-party information activation.”

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