13 July 2022, SingaporetheAsianparent, flagship brand of parent-tech company, The Parentinc, and Southeast Asia’s largest parenting content and community platform reaching 35 million users monthly, announces the launch of its first-party data insights and activation services: theAsianparent ADvantage. This offers a breakthrough solution to Mum and Child brands, amidst industry upheaval over third party cookies fast becoming a thing of the past.

“This monumental change aside, we’ve seen how businesses in the past few years have been moving towards performance over amplification. By launching this service, we are able to fast-track that movement for our partner brands, towards advertising efficacy and efficiency through tailor made campaigns,” shares Akshay Trivedi, Chief Commercial Officer of the Parentinc. 

With the world’s highest-rated parenting app that boasts a wealth of tools, resources, and forums across parenthood stages and a robust data science team, theAsianparent is able to convert meaningful data into streamlined, customised user experiences. Helping theAsianparent brand partners thrive in a privacy-safe ecosystem, this process now also produces refreshingly relevant and action-packed advertising.

theAsianparent’s future-facing tech enables reaching the right audience at the right moment, with the right message. 

Beginning with highly valuable, reliable 1P data plus custom research such as polls and surveys, theAsianparent and brands work together to devise strategies and goals per customer segment—maximising scale, improving campaign performance, and reducing ad wastage.

Going beyond demographics and device, customer clustering can also be based on: parenting stage and milestone moments; consumer lifestyle and interests; brand affinity and product inquiry, among others (based on over 50 data points).

Bespoke activation features such as sequential messaging and mid-flight analysis for campaign course correction and content enhancement are offered. In a nutshell, theAsianparent is sharing its recipe for success to brands, at a critical moment in online advertising. The Parentinc Group CEO and Founder Roshni Mahtani Cheung shares: 

“Data, products for parents by parents, and engaging with our community at every turn, have long given us the confidence to say: We know SEA mums. We experience firsthand how the depth of this data leads us to understand today’s mums—their concerns offline, their habits online. These, combined with the soft knowledge that’s beyond hard numbers and patterns, guide our decisions. We are happy to be able to offer this service to our brand partners; while, very importantly, continuing to keep user data safety paramount.”

theasianparent advantage

theAsianparent ADvantage is run by a cross-functional team led by The Parentinc  CCO Akshay Trivedi and VP for Product and Partnerships, Malena Gong

The Parentinc VP for Product and Partnerships, Malena Gong, adds: Our 1P data-based ad solutions ensure that brand action is maximised at every stage of the marketing funnel. The advantage is seen well before roll-out, targeting only the most relevant set within an already relevant audience. At the advocacy level, the forums are already set up, where mums can easily share their brand experiences with the community.

This razor-sharp relevance is achieved through the Audience Platform of London-based data management startup, Permutive. Its co-founder and CEO, Joe Root, comments: “We’ve seen our partners such as The Parentinc benefit greatly from first-party data strategies that activate audiences responsibly, with user-privacy at its core. As the era of third-party data comes to an end, publishers like theAsianparent have evolved to become an ecosystem of their own, with their audience and content returning to being central to advertising.”

Case Study: Mama’s Choice Stretch Mark Cream

Mama’s Choice, a mum and baby brand of safe, natural, and Halal certified products, saw an uplift in brand recall from a bespoke activation with theAsianparent using dynamic modelling. 

Key to the success of the campaign, which was run widely but with audience accuracy, was a mid-flight check-and-tweak that used both cohort overlaps and the clicker look-alike model for expansion and optimisation. This delivered a 75% boost in click-through rate from the first to the second month of the activation. 

theasianparent advantage

For more details on theAsianparent ADvantage services, reach out to the team via [email protected].




About theAsianparent

theAsianparent is the flagship brand of Singapore parent-tech company The Parentinc and is Southeast Asia’s largest content and community platform for parents, with a reach of over 35 million users monthly and an app store rating of 4.9 stars (download app). Available in 11 languages across 13 countries, theAsianparent aims to help parents have healthy pregnancies and raise healthy, happy, confident children. 

theAsianparent investors include: Central Retail Corporation, East Ventures, Fosun International, Global Grand Leisure, JD.com, LINE SEA Corp., Mirae Asset-Naver New Growth Fund, Redbadge Pacific, SCB 10X, Tigris Capital, Vertex Ventures, and WHG Holdings.

Visit theparentinc.com for more information.


For Media Inquiries:

Carla C. Perlas

VP of Communications, The Parentinc

[email protected]