Dumex Dugro's musical series a huge hit, goes viral in a week

Dumex Dugro has recorded 1.2 million views on YouTube within its first week with average watch time of 54 seconds for its first musical capsule. Centering around the value of "sharing", the video features "Big Sis Sussie" sharing her stationery with her friends.

This is part of Dumex Dugro's musical series titled “Kisah Dugro Buddies” in collaboration with Rouge by Entropia. This campaign aims to inspire positive values in children. Through three 60-second episodes, the musicals presents five #DugroBuddies characters such as Aiden the leader, Jolly Jane, Big Sis Sussie, Brainy Ben and Kosmo the kucing. Dumex said in a statement that each character was brought to life and inspired by its nationwide promotion featuring stackable tiffins.

Encouraging core values in early childhood development, the campaign looks to tap into the growing popularity of edutainment. The series also showcase different scenarios of Dugro buddies demonstrating moral values.

Following the interest in the first episode, the second episode which highlights "caring" garnered over 800,000 views within its first week with average watch time of 58 seconds. The last episode which revolves around "honesty" recorded one million views in its first three days with average watch time of 56 seconds. 

Over the years, Dugro has supported parents to provide their children with So Much More through a wide range of nutritious products, roadshow activities, useful tips for mothers and a 24/7 mother-to-mother careline.

In the recent campaign which introduces “Kisah Dugro Buddies”, Dugro aims to assist parents in instilling positive values within their children so they get the best start in life and grow up to become useful members of society. In conjunction with the series, short videos of the values were posted on Facebook as Dumex aims to encourage mothers around the nation to exchange feedback and personal experiences on ways they motivate their children to adopt these moral values.

Samantha Tay, principal of Rouge By Entropia said, “Research indicated that moms worry on how to instill good moral values in their kids when they are constantly influenced by exposure to multiple digital channels.  Kids resonate with cute characters that they can relate to and hence we were very happy to be working with Dumex Dugro to bring alive the values of Sharing, Caring and Honesty through imaginative characters and content pieces with a foot tapping musical familiarity”.

Quah Ye Vian, senior marketing manager of Dugro expressed “Dugro has always wanted to stand by mothers throughout their motherhood journey as they nurture their children to be so much more – to grow into healthy, mature adults with good character. It’s an incredible journey working in tandem with Rouge by Entropia in curating content that’s relevant to the latest trends and that connects to the hearts of our consumers.”