Case Study

Established in 1998, Motherswork is a leading premium retailer of mother, baby and kids’ products in Singapore and China. Beyond a retail store, the company prides itself on being a curator of information and resources, providing unmatched convenience and service to mothers who want the very best for their kids. They have a presence both in the online and offline space.



To rise above the competition and maintain their market share against marketplace giants like Shopee and Lazada.



Motherswork started out strong, holding a significant market share in the online ‘mummy’ space compared to their competitors, taking up more than 60% of the impressions share. However, over the years, online marketplaces including Shopee and Lazada started dominating the ecommerce landscape with monthly promotions and competitive prices.

To rise above the competition and maintain their market share against these marketplace giants, Motherswork made the decision to engage OOm’s digital marketing and advertising services.

Motherswork Asian Mom and Child



Increase in Transactions


Increase in Revenue

Search Engine Marketing

Responsive Search Ads

Responsive search ads are created to display messaging that is most relevant to the intent of searchers on Google search engine results page (SERP). By simply entering multiple headlines and descriptions, Google Ads automatically tests different combinations and learns which performs best over time according to the intent of searchers.

Motherswork Advertisement

Brand Campaign

Motherswork Advertisement

Product Campaign

Dynamic Search Ads

Dynamic search ads retrieve relevant information from Motherswork’s website to populate the ad copy. As the retail company has a large inventory of products, it is not possible to fill in all the product keywords, thus dynamic search ads ensure that ad information is up-to-date and ad set-up time is minimised.

Motherswork Advertisement

Display Ads

Responsive Display Ads

With responsive display ads, Google does all the heavy lifting to ensure that the ads are well-fitted across different platforms with just 2 dimensions for the visual. This empowers a broader reach and saves time from designing visuals of multiple sizes to fit different platforms. For Motherswork’s responsive display ads, OOm focused on products and promotions to generate awareness and drive conversions.

Motherswork Anniversary

Promotion Campaign

Motherswork Tripp Trapp

Product Campaign

Other Success Stories