Pigeon launches the campaign “1000 Days of Baby’s Growth, 1000 Days of Mom’s New Beginning”

From October, the FMCG Marketing Department has implemented the communication campaign “1000 Days of Baby’s Growth, 1000 Days of Mom’s New Beginning” to honor both the baby’s first 1,000 days of life and the mother’s first 1,000 days of motherhood. The campaign is built on the insight that every “first time” a mother has while caring for her child – from the first time holding the baby, the first bath, to the first sleepless night – is an important milestone where both mother and baby grow together. Pigeon aims to create a space where mothers can share their genuine emotions, while affirming the brand’s role as a companion in every stage of early childcare.

The opening activity of the campaign was the video contest “Hãy để Mẹ tỏ bày” (“Let Mom Speak”), calling on mothers to submit short videos recounting their experiences during the first 1,000 days of caring for their children. The contest quickly attracted strong interest from the community, with the number of entries exceeding expectations. The stories submitted were diverse, authentic, and emotionally rich, creating strong resonance and spread on social media. Pigeon also offered prizes such as an iPhone 17 Pro and travel vouchers as a way of expressing gratitude to participants for their companionship.

In parallel, Pigeon released an iTVC that portrays everyday moments in the motherhood journey: intimate moments between mother and child, and the familiar presence of Pigeon products in each baby care activity. The iTVC has been recognized for generating strong emotional connection, helping the message “Pigeon is always by mom’s side during the first 1,000 days” be conveyed clearly and naturally.

To further expand its reach, the brand continued with a series of trend-based videos and Bath Kit unboxing content, targeting modern, active young moms, with the support of well-known KOLs and KOCs in the mom community. In addition, fun before–after filter transformation videos showcased how mothers change before and after going through those “first-time” moments in caring for their children. This content series helped the campaign maintain continuous visibility on social media and generated strong engagement from the target audience.

In terms of results, the campaign received positive feedback from users. The video contest achieved high participation and strong organic reach thanks to its authenticity and relatability. The iTVC attracted many empathetic comments from young mothers. The social content effectively reached Gen Z parents – a group increasingly influential in shaping consumption trends in the mom & baby category. Overall, the campaign not only helped increase brand awareness and affinity, but also reinforced Pigeon’s image as a trusted companion on the motherhood journey.

The campaign “1000 Days of Baby’s Growth, 1000 Days of Mom’s New Beginning” concluded with a meaningful imprint: a human-centered message, an approachable communication approach, and strong support from Vietnamese mothers. This will be an important foundation for Pigeon to continue developing future brand-building activities.

From: FMCG MKT Department