Osotspa Public Company LimitedBabi Mild: My Beloved Monster, Being a Mom is the Toughest and Hardest Work in the World

Media Insight Co., Ltd.


The No. 1 market leader in baby care products, Babi Mild wanted to remain the No. 1 top of mind brand for moms and strengthen its brand positioning as the No. 1 trusted brand in moms’ hearts.



Dealing with a lot of stress and social prejudice about how to be a good mother, raising a child is a challenge for Thai moms today. Babi Mild understood what Thai mothers have to endure each day and decided to bring it out into the open. We selected the topic social bullying of moms and their children and echoed it among key opinion leaders on social media on Mother’s Day. Once the online conversation ignited, we boosted it on a high rating TV news program. To ensure a positive resolution, we generated content together with a pediatrician to give moms useful advice on how to deal with their kids in public.



The campaign received an overwhelming response and engagement with mommy communities.

+1 million video views within 4 hours

+5 million video views in 24 hours

The video was shared more than 87,000 times a day across all channels

1 of 6 best viral Mother’s Day videos in 2018

The content created with the pediatrician generated +310,000 views and +8,300 engagements

+12,000 Babi Mild Facebook page fans within a day

+7% top of mind brand awareness


  • 2018 MAAT Media Awards: Gold (Best Engagement Strategy)