Singapore-based Supermom is helping parenting manufacturers navigate a post-cookie international • TechCrunch

Supermom, a parenting platform with 20 million customers in six Southeast Asian international locations, gives oldsters worth comparisons, communities and the danger to earn a living through finishing surveys. For manufacturers, it offers them a strategy to habits marketplace analysis and gather first-party knowledge, which is essential as entrepreneurs get ready for a post-cookie international.

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

Supermom used to be based through Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, and firstly began as a platform in 2013 for group teams and in-person occasions. “Motherhood is slightly a lonely adventure and I sought after to toughen different oldsters,” mentioned Ong. The following 5 years have been enthusiastic about Singapore. Then in 2019, Supermom’s group determined they sought after to scale throughout Southeast Asia, so that they pivoted their focal point from group occasions to virtual advertising and marketing.

Supermom’s marketplace analysis platform for companies we could manufacturers carry out marketplace trying out with very centered teams of folks. Its backend tracks the demographics of oldsters in its database, together with aggregated knowledge concerning the age in their youngsters, their occupations and pursuits. Along with writing critiques or taking part in surveys, oldsters can practice to be logo ambassadors thru Supermom, and after they do, manufacturers can see their choice of fans 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 pals 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 in most cases takes months to place in combination, however will also be performed inside an hour thru Supermom. Surveys will also be introduced concurrently in six international locations, with explicit customers invited to take them. To arrange a survey, manufacturers choose a rustic, then clear out for explicit demographics like age of children. Supermom’s platform additionally guides them throughout the technique of writing questions.

Along with their very own surveys, manufacturers additionally get knowledge like logo indexing, or a score of which manufacturers are maximum depended on through shoppers. That knowledge will also be damaged down through demographic—for instance, researchers can see if a logo is utilized by 50% of moms elderly over 30 years, after which slender that down through disposable source of revenue degree.

Supermom will use its new investment on its knowledge and product functions, and growth in Southeast Asia.

“As corporations all transfer right into a cookieless international, having direct get right of entry to to shoppers could be very, essential,” mentioned Ong. “As a result of they may be able to not do retargeting and use cookies to focus on shoppers. So with the hundreds of thousands of customers that we have got, we’re serving to a large number of manufacturers to get this vital first-party knowledge so they may be able to in reality get right of entry to their target market.”

In a remark concerning the financing, Qualgro basic spouse Weisheng Neo mentioned, “We acknowledge the present hole in manufacturers’ get right of entry to to dependable, protected knowledge on oldsters, a big and rising buyer phase. Manufacturers will in finding the Supermom platform to be a treasure trove of insights and first-party knowledge activation.”

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