When SuperMom was launched, it was with the mission to empower new, time-strapped parents with information to provide better care for their children. Over time, the platform has grown into Asia’s largest parenting-focused platform and impacted millions of parents by incorporating social commerce technology, big data, and artificial intelligence into its integrated ecosystem.
Proprietary AI technology enables brands to be matched to Key Opinion Moms’ social networks to gain product awareness at speed and at scale – the first in Southeast Asia. The AI-driven product recommendation and price comparison engine consolidate and compare 30 million parenting products with over 20 million reviews from the largest marketplaces in Southeast Asia.
What are the benefits of being a ‘Key Opinion Mum’?
The App is Southeast Asia’s first crowd influencing user-generated content platform powered entirely by a community of Key Opinion Moms (KOMs), known as SuperMom Voices. A survey carried out by SuperMom among their community of mothers showed that 77% of mothers were considering a future as a mummy influencer. KOMs act as product testers and reviewers for family-related products and earn a side income as their reviews gain in popularity.
Using big data from this niche community accumulated over its growth, SuperMom created a profiling and AI-driven engine that identifies each mother’s interests and social media followers and connections to match them to suitable surveys and campaigns activated by brands. This benefits both brands and mothers, as brands can better position themselves to like-minded target groups within the parenting community and parents need not trawl through irrelevant information to get what they want. This consolidation powers SuperMom Insights, the platform’s own survey, and poll platform, for brands to use to survey Supermom’s parenting community to uncover what truly matters to their key target consumers in 6 markets.
Powered by SuperMom’s AI technology, SuperMom’s brand partners are quickly matched to millions of pre-qualified and daily-engaged KOMs. This, in turn, creates word-of-mouth at scale and speed as the KOMs share their personal experiences with the brands on social media, influencing millions of fellow mothers in an instant.
“It takes a village to raise a child and SuperMom’s mission is to use technology to extend collective knowledge and wisdom to build a digital village that will be able to support and benefit millions of mothers and children, empowering them with information, knowledge, and community support so that new mothers need not feel lost and alone,” says Joan Ong, the founder of SuperMom.
“We have the technology, and the gumption to make the lives of millions better, starting from birth, and it will be remiss of us to not do so. Our digitally driven platforms allow mothers to know what to buy and where to buy, share the brands and products they love in the parenting community, and get rewarded with free products and cash payouts.”
To date, SuperMom has amassed more than 49 million and 1.5 billion social media connections on Facebook and Instagram respectively, in Singapore and Indonesia. This has spurred SuperMom’s rapid expansion across Malaysia, Philippines, Thailand, and Vietnam, to help millions of parents shop and live better.
