Singapore-based Supermom helps parenting brands navigate a post-cookie world • TechCrunch

Supermom, a parenting platform with 20 million customers in six Southeast Asian international locations, affords mother and father value comparisons, communities and the prospect to earn cash by finishing surveys. For manufacturers, it provides them a strategy to conduct market analysis and acquire first-party information, which is necessary as entrepreneurs put together for a post-cookie world.

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

Supermom was based by Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, and initially began as a platform in 2013 for neighborhood teams and in-person occasions. “Motherhood is kind of a lonely journey and I wished to help different mother and father,” stated Ong. The following 5 years have been centered on Singapore. Then in 2019, Supermom’s crew determined they wished to scale throughout Southeast Asia, so that they pivoted their focus from neighborhood occasions to digital advertising.

Supermom’s market analysis platform for companies lets manufacturers carry out market testing with very focused teams of individuals. Its backend tracks the demographics of fogeys in its database, together with aggregated information concerning the age of their children, their occupations and pursuits. Along with writing opinions or collaborating in surveys, mother and father can apply to be model ambassadors by way of Supermom, and after they do, manufacturers can see their variety of followers 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

Lim says that quantitative surveys of about 1,000 folks normally takes months to place collectively, however could be accomplished inside an hour by way of Supermom. Surveys could be launched concurrently in six international locations, with particular customers invited to take them. To arrange a survey, manufacturers choose a rustic, then filter for particular demographics like age of youngsters. Supermom’s platform additionally guides them by way of the method of writing questions.

Along with their very own surveys, manufacturers additionally get info like model indexing, or a rating of which manufacturers are most trusted by shoppers. That information could be damaged down by demographic—for instance, researchers can see if a model is utilized by 50% of moms aged over 30 years, after which slender that down by disposable earnings stage.

Supermom will use its new funding on its information and product capabilities, and growth in Southeast Asia.

“As firms all transfer right into a cookieless world, having direct entry to shoppers may be very, crucial,” stated Ong. “As a result of they’ll not do retargeting and use cookies to focus on shoppers. So with the tens of millions of customers that we’ve got, we’re serving to numerous manufacturers to get this important first-party information to allow them to truly entry their audience.”

In a press release concerning the financing, Qualgro basic associate Weisheng Neo stated, “We acknowledge the present hole in manufacturers’ entry to dependable, safe information on mother and father, a big and rising buyer section. Manufacturers will discover the Supermom platform to be a treasure trove of insights and first-party information activation.”