SINGAPORE, JUNE 11, 2024 – Supermom, Southeast Asia’s premier parenting network, is on the brink of a transformative year, projecting a 100% increase in revenue for 2024. With its eyes set firmly on Indonesia, the company has announced the ambitious Project 1MPACT, which aims to activate over 1 million ‘Key Opinion Moms’ by 2025. This initiative is set to not only empower Indonesian mothers but also significantly boost the nation’s digital economy.
Strategic Leadership and Market Focus
In a significant move to bolster its Indonesian operations, Supermom has appointed Hellen Katherina, the former Managing Director of Nielsen Indonesia, as the Country Director. Hellen brings over 20 years of leadership experience, which will be instrumental in driving domestic revenue growth and forging new partnerships.
Luke Lim, Group CEO of Supermom, stated, “With the appointment of Hellen Katherina and the launch of our ambitious Project 1MPACT, we are geared to activate over 1 million ‘Key Opinion Moms’ in Indonesia by 2025. These moves are integral to our mission of transforming how brands connect with parents by leveraging the power of zero-party data and word-of-mouth marketing.”
Innovative AI-Driven Platform
Supermom’s platform, headquartered in Singapore, leverages artificial intelligence to connect brands with parents, offering personalized product recommendations and high-value consumer insights. The network boasts over 100 brand partners, including Abbott Laboratories, Prudential, and Danone, maintaining a 100% retention rate with top clients in recent years.
Project 1MPACT: Empowering Indonesian Moms
Set to launch in Q2 2024, with the support of Indonesia’s Minister of Tourism and Creative Economy, Sandiaga Uno, Project 1MPACT aims to empower 1 million Indonesian moms and women to become digitally savvy. This initiative will significantly contribute to Indonesia’s digital economy, which is projected to reach US$228 billion by 2027.
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Financial Milestones and Future Growth
At the end of 2022, Supermom secured an oversubscribed US$5.9 million series A funding round from AC Ventures and Qualgro. This capital has fueled the expansion of Supermom’s tech platform, enhancing data collection and providing robust consumer insights for brands.
Luke Lim added, “Our platform has demonstrated tremendous growth and resilience, activating one mom every minute for the brands we serve. This rapid expansion is a testament to our community’s engagement and the efficacy of our business model, which integrates affiliate marketing seamlessly into our ecosystem, empowering participating parents to earn extra income.”
Community-Driven Ecosystem
Supermom’s model goes beyond connecting brands with parents; it fosters a community where moms can learn, earn, and share. This approach enables authentic interactions and empowers moms with tools and opportunities to influence their peers positively.
Luke Lim highlighted, “Supermom is not just about connecting brands with parents. It’s about creating a comprehensive ecosystem where moms can learn, earn, and share. This community-driven model allows for authentic interaction and empowers moms with tools and opportunities to influence their peers positively.”
Supermom Brand Awards 2024
The recent Supermom Brand Awards 2024 demonstrated the platform’s growing influence, gathering over 11,000 parents and providing over 110,000 insights across Southeast Asia in less than a month. This event showcased the favorite family brands among today’s millennial parents.
Looking Ahead
As Supermom continues to innovate, the company is seeking business partners and investors to enhance its technology further and develop AI-driven solutions catering to the dynamic needs of parents and brands in emerging Asia. New tech products are slated for rollout in H2 2024 to boost engagement and connectivity, ensuring that parents can maximize the benefits of Supermom’s offerings.
Luke Lim concluded, “In the increasing adoption of Generative AI, a tsunami wave of content will be generated by AI, and authentic sharing by real moms will become ever more important.”
About Supermom
Supermom, Southeast Asia’s leading parenting data network, offers a vibrant nexus between brands, parents, authorities, and community groups. Headquartered in Singapore, Supermom is dedicated to enhancing family well-being and celebrating the joys of parenting, with teams across Indonesia, Malaysia, Thailand, Vietnam, and China.
About AC Ventures
AC Ventures (ACV) is a leading venture capital firm investing in tech-enabled businesses focused on Indonesia and Southeast Asia. With over US$500 million in assets under management, ACV empowers entrepreneurs by combining operational experience, industry knowledge, deep local networks, and resources.
