What WOOP does

WOOP, operated by ADVOCACY WOM PTE LTD and headquartered in Singapore, is a B2B2C consumer engagement platform that connects enterprise consumer goods and pharmaceutical brands with a permissioned community of 9.4 million+ registered women—predominantly mothers—across 7 countries including India, Indonesia, the Philippines, Russia, and the United Kingdom. The company runs mission-based campaigns in which members complete surveys, product trials, reviews, and user-generated content tasks while converting their engagement time into charitable funding for children's education and nutrition through partnerships with NGOs such as Save the Children Indonesia, Nanhi Kali in India, and GK Foundation Philippines, accumulating 4.5 million+ Do Good Actions to date.

The platform is built on AWS multi-availability zone cloud infrastructure with ISO 27001:2013 and ISO 27701:2019 certified information security and privacy management, and complies with GDPR, Singapore PDPA, and India DPDPA. Its proprietary consumer profiling system collects up to 36 first-party data points per consumer, totaling 68 million+ profiling data points, positioning WOOP as a cookie-less targeting and first-party data solution for enterprise marketers. Tech-enabled APIs support integration with brand partner systems, and the platform includes a community sub-product called Mommyship for peer knowledge sharing among mothers.

WOOP monetizes through performance-based brand marketing campaigns and first-party data and insights services, charging on cost-per-lead metrics with claims of up to 20% lower CPL versus alternatives and a 100% data accuracy promise. The enterprise go-to-market targets blue chip FMCG, baby care, personal care, healthcare, and pharmaceutical customers including P&G, Unilever, L'Oréal, Reckitt Benckiser, Nestlé, Sanofi, Abbott, Philips Avent, Mundipharma, Beiersdorf, Kimberly-Clark, Danone, and Henkel, with 100+ campaigns executed for 30+ companies across 6 countries. The company operates with 11-50 employees, founder-led by Co-founder & CEO Asit Gupta and Co-founder & COO Rashi Mittal Nair, and discloses no institutional funding rounds.

Name

WOOP

Legal name

ADVOCACY WOM PTE LTD

Website

https://woop.world

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

WOOP is a Singapore-based B2B2C consumer engagement platform that connects enterprise consumer goods and pharma brands with 9.4M+ registered women consumers across 7 countries through mission-based campaigns, monetizing via performance-based CPL pricing and first-party data services while funding children's education through NGO partnerships.

Ownership category

akta.pro rank

Product category

Consumer Marketing & Engagement Platform

NAICS

Advertising Agencies (54181), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Influencer Campaign Operations & Managed Services (BPAFAHAF)

Keywords

• Consumer engagement platform
• First-party data collection
• Brand marketing campaigns
• Word-of-mouth marketing
• Consumer profiling platform

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Brand Marketing Campaigns: WOOP charges brands for executing marketing campaigns that engage their target consumer base. Brands pay for access to deeply profiled women consumers who participate in missions, generate reviews, create user-generated content, and drive brand advocacy. Pricing is performance-based with focus on CPL (Cost Per Lead) metrics.
2. Data and Insights Services: The platform collects first-party consumer data (up to 36 data points per consumer) that is used to deliver highly profiled leads to brands. This data advantage becomes increasingly valuable in a cookie-less future for targeted marketing.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

WOOP operates a mission-based consumer engagement and first-party data platform that enables consumer goods and pharmaceutical brands to collect up to 36 profiling data points per consumer through interactive missions, surveys, and word-of-mouth campaigns executed across a community of 9.4M+ registered women. Brands purchase these campaigns on a performance-based cost-per-lead model and receive profiled leads, user-generated content, reviews, and peer advocacy. Consumer engagement time is converted into charitable funding for school days, books, and lunches for underprivileged children, creating a triple-win for brands, women consumers, and children in need.

Product overview

WOOP operates as a unified marketing engagement platform comprising a core survey panel and word-of-mouth marketing service, with an integrated community feature called Mommyship. The platform connects brands with consumers (primarily women/mothers) through mission-based engagement activities where participants share opinions, test products, and create advocacy content. In return, consumers earn rewards and points that are converted into funding for children's education and nutrition. The platform collects up to 36 data points per consumer for first-party data profiling purposes.

Differentiator

Problem solved

Functional benefit

Products and services

• WOOP Platform A cloud-based consumer engagement and first-party data platform that enables consumer goods, FMCG, and pharmaceutical brands to run mission-based campaigns, surveys, and word-of-mouth initiatives across a community of 9.4M+ registered women, collecting up to 36 profiling data points per consumer. It is delivered to enterprise brand customers (e.g., P&G, Unilever, L'Oréal, Reckitt Benckiser, Philips Avent) as a managed marketing service with performance-based, cost-per-lead pricing and ISO 27001/ISO 27701/GDPR/PDPA/DPDPA-compliant data handling.
• Mommyship Community A community feature within the WOOP platform that connects mothers to share knowledge, discuss parenting topics, and support each other, functioning as a peer network and user-generated content sharing space that fuels brand advocacy campaigns.

Quantifiable outcome

• Up to 20% lower CPL compared to alternative marketing channels
• +4 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• Save the Children IndonesiacoreOthersCharitable partnership for school books donation program in Indonesia. WOOP converts consumer engagement time into funding that supports Save the Children's education initiatives. 4,000 school books funded through the partnership.
• Nanhi KalicoreOthersPartnership with Nanhi Kali for girl child education in India. 420,000 school days funded through consumer engagement on WOOP platform. Focus on education of underprivileged girls.
• GK Foundation PhilippinescoreOthersPartnership for school lunch program in the Philippines. 40,000 school lunches funded. Addresses SDG Goal 2 (Zero Hunger) and Goal 4 (Quality Education).
• Russia Education PartnerscoreOthersPartnership with charitable organizations in Russia for class hours funding. 19,010 class hours generated through WOOP consumer engagement. Part of global education impact initiative.
• Amazon Web Services (AWS)coreTechnology or IntegrationAWS serves as WOOP's primary data center infrastructure provider. Multi-availability zone deployment ensures resiliency and disaster recovery capabilities. Backup restoration testing conducted regularly.
• AdvocaciflagshipStrategic or Co-development PartnerParent company ADVOCACY WOM PTE LTD with operations since 2011. Implemented digital engagement campaigns in 22+ countries in 16 languages. Provides foundational technology and operational expertise for WOOP platform.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toluna: Toluna operates a global online consumer panel and provides brands with survey-based insights and engagement tools, paralleling WOOP's panel-plus-mission model for FMCG and consumer goods clients. Both monetize first-party consumer data and run brand engagement campaigns on behalf of enterprise customers across multiple geographies.
• Bazaarvoice: Bazaarvoice powers user-generated content, ratings, reviews, and brand advocacy for enterprise CPG and retail clients — directly mirroring WOOP's UGC, reviews, and peer-advocacy campaign outputs (e.g., Pampers' 300+ reviews, 500+ UGC videos). Both serve the same blue-chip FMCG customer base with managed content and influencer-style engagement.
• Dynata: Dynata is one of the world's largest first-party data and consumer insight platforms, providing profiled panel access to enterprises. Comparable to WOOP's 9.4M-member, 68M-data-point community used to deliver highly profiled leads and insights to FMCG brands.
• Aspire (formerly AspireIQ): Aspire is an influencer and creator marketing platform that runs managed creator campaigns for enterprise CPG brands, closely aligned with WOOP's model of operating community-driven, mission-based brand campaigns at scale across multiple markets.
• Upfluence: Upfluence provides influencer identification, campaign management, and performance analytics for consumer brands. Overlaps with WOOP on managed community/influencer-style campaign execution, content generation, and CPL-based pricing for enterprise customers.
• CreatorIQ: CreatorIQ is an enterprise influencer marketing platform with deep CPG and beauty category penetration, providing campaign management, UGC capture, and analytics. Comparable to WOOP in targeting the same multinational brand clients with managed creator/community engagement services.

Broad incumbents

• Kantar: Kantar is the global market research and consumer panel incumbent (including Kantar Worldpanel), offering first-party data, profiling, and insights to the same FMCG multinationals that WOOP serves. Kantar competes at the top end of the same budgets but lacks WOOP's mission-driven community engagement model.
• Ipsos: Ipsos is a global market research leader operating large-scale consumer panels and brand engagement solutions for enterprise clients. Comparable to WOOP on panel-based data collection and brand-side insights delivery, though at significantly greater scale and breadth.

Emerging players

• Suzy: Suzy is a real-time consumer insights platform combining panel access with on-demand research for enterprise brands. Overlaps with WOOP on first-party data collection, audience profiling, and CPG brand targeting, though smaller in scale and focused on insights rather than full campaign execution.
• Yogiplay / SheSpeaks: SheSpeaks is a women-focused influencer and word-of-mouth marketing community connecting brands with female consumers for campaigns and product trials — closely mirroring WOOP's female/mom-skewed community, mission-based engagement, and brand advocacy model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCaE_6ltsVt7eBneAo7h7TMw
• LinkedInlinkedin.com/company/woop-women-of-opinion
• Facebookfacebook.com/woopuk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WOOP