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The Challenges
TENA, an adult pants, diaper and pad brand, deals with issue of incontinence. Not a cool product or a topic by any means, right? But research shows that more than 1.4 mn Malaysians suffer from it, yet it’s a topic that no one wants to openly talk about. TENA was faced with a stiff challenge to build its brand as an empowering solution, when it was something people didn’t fancy talking about in the first place.

Insight, Strategy and the Idea
Media Agency recommended addressing the ‘not cool’ issue head on and turn it on its head by using something which is the epitome of ‘cool’. If the vehicle was cool, people would sit up and take notice of the cause. While people can look away easily from incontinence issues, they will never stop ogling a Harley Davidson, which is an embodiment of cool for all ages. Media Agency recommended launching an ‘Empowering Tour’ with Harley Davidson Owners Club and Continence Foundation of Malaysia to drive education and awareness about the ‘not so cool’ yet pertinent issue of incontinence in Malaysians.

Media Execution
TENA Empowering Tour set off in May 2017 with 16 Harley Davidson riders touring over 1700km throughout Peninsular Malaysia, across Klang Valley, Johor, Kuantan, Kota Bahru and Penang, to show Malaysians that incontinence is not something to be ashamed of. Aside to that, it also got the public to pledge in support the cause where TENA made donation to the old folks’ home. TENA Pants Radio & Video featured Harley Owners Group President, TJ, sharing his story where TENA Pants is the enabler so that he can continue his love for riding. ‘The Silent Buddy’ video series was deployed strategically across digital video and social platforms extensively, while also urging audiences to come forward and pledge support for the cause. 30 second radio spots on Sinar FM reminded audiences of TJ’s story, while highlighting the cause for the ride. With an integrated media approach, incontinence slowly broke the ‘not so cool’ label and became something Malaysians were openly discussing, and acknowledging the need to address. TENA believed having incontinence shouldn’t stop people from leading a full and happy life. With that spirit in mind, the ‘not so typical awareness campaign’ changed how people think and behave towards incontinence.

Results and Effectiveness
The activation reached more than 1 mn Malaysians, with 100k+ social interactions, while the radio campaign scored a 1.7mn+ reach, with the Silent Buddy video series garnering a phenomenal 2mn+ view and 8000+ shares and likes from all corners of Malaysia. TENA Pants sales grew by 42.4% YOY, 3.9X faster than the market growth rate.

The Challenges
With a strong association to sports, 100PLUS consequently becomes perceived as a “healthier alternative to sodas” (or soft drinks). However, this strength also has its weaknesses – it skews the perceived consumption moments to sporting occasions and its “healthier” credential appeals primarily to the health-conscious Chinese. Thus, the seriousness of sports and health meant that we were losing out among the more fun-seeking, soda-drinking Malay youths. To increase its share-of-heart and throat among Malay youths, we needed to expand 100PLUS’ relevance without vacating our current position.

Insight, Strategy and the Idea
To expand beyond sports, we focused on owning more physical moments that results in thirst – a territory we defined as an “active lifestyle.” To appeal to fun-seeking Malays, we focused on demonstrating how being active can be seriously fun through a combination of celebrity power and an entertainment-led approach. This led to the introduction of “Hari 100PLUS – Aktifkan Malaysiaku” – a brand day where thousands can come together and be part of a fun-filled “active lifestyle” day.

Media Execution
The campaign was divided into 3 key phases: 1. Hari 100PLUS regional activations: Top Malay celebrities that were enlisted as 100PLUS ambassadors – Hairul Azrin, Mira Filzah, Khairul Hafiz Zantan and Janna Nick – formed teams according to the four 100PLUS flavours and went to Johor, Terengganu and Kedah to hand-pick their team members via large scale on-ground auditions involving fun physical games. The event was promoted across Astro’s Malay TV, radio and online platforms. TV3 and TV9 was used to extend the reach to the mass Malays. Content seeding on Malaysia’s top social and entertainment news platform OhBulan! and SaysSeismik hyped the event up. This phase secured 80%+ reach and saw an average of 3,000 participants per location. 2. Hari 100PLUS Aktifkan Malaysiaku finale: The 4 teams then congregated for the finale at KLSportsCity, BukitJalil. Through constant engagement by KOLs, TV, radio, digital and OOH promotions, we also got another 15,000 participants (vs. KPI: 12,000) to rally the 4 teams, besides joining the fun-filled “active lifestyle” day that featured activities like Zumba, Snooker FootPool and ZorbBall besides Malaysia’s first ever 5km obstacle course featuring the tallest inflatable structure. 3. Hari 100PLUS TV programme: To further evolve our association from sports to “active lifestyle”, we extended the event into a 1-hour TV programme – the combination of athletic competition and zany humour makes for great TV! In this programme, the 4 teams battled it out through 3 physical missions, to be crowned “Wira 100Plus.”. This was televised on top Astro Malay channels Ria and Warna and social media to reach millions of households.

Results and Effectiveness
Following the Oct-Nov campaign: Association to ‘Active lifestyle’ up from 51% (July) to 67% in Dec surpassing the target for Malays by +5 Winning share-of-heart: • ‘Brand for me’ grew to 62% by Dec – its highest in 2018! Winning share-of-throat: • Past-1-Week and Past-4-Weeks consumption up by +11 points – the highest for the brand in the last 2 years • Brand volume share reached its highest at 28.7% vs. last 12 months (excluding seasonal peak during CNY) Source: Millward Brown

The Challenges
Last year, Ribena recalled 5 products nationwide due to production defects. Our reputation suffered with mothers, causing Ribena’s market share to plummet from 11% to 2.6%. Our priority was to recover back Ribena’s 11% value market share from before the crisis happened.

Insight, Strategy and the Idea
To regain mothers’ faith, we needed to use a core medium that she trusts. We found that only 2 people can influence her to change her mind in the kitchen: (1) Her Child & (2) A Professional Chef. Mothers have an eternal soft spot for children, her hearts melting at the simple sight of kids’ chubby cheeks. While she trusts the opinions of professional chefs when it comes to serving the right food & drinks in the kitchen. We found one person who fulfills BOTH criteria at the same time DanishHarraz, 11 years old kid baker and junior masterchef! By speaking through the chubby kid baker as our core medium, mothers would fall in love with the baker and trust his experiments with Ribena as part of recipes across both beverages and desserts, giving us an edge over our other beverage competitors.

Media Execution
Our trusted core medium will be used to drive the mothers’ ‘ME TIME’ mediums. These are mediums that she consumes when she’s relaxing, after tucking her kids to bed. It’s when she’s most susceptible to watching entertaining content like cute babies or cat videos. They make for the perfect space to deploy our core medium: our chubby kid. While mothers are scrolling on social, we deployed our core medium by converting Danish’s social pages into a ‘recipe book’ platform, allowing mothers to fall in love, save and share the recipes she loves. Throughout the month, Danish released detailed video tutorials with Ribena recipes, resulting in a total repository of 64 social postings recipes from invigorating beverages like Ribena Lychee Refresher, to sweet hits like Ribena Crinkle Cookies & Ribena Blueberry Cake. While she’s watching her dramas on TV and video websites, we dominated the space with a video series of “Danish’s Adventures with Ribena”, chronicling how he celebrates festive with Ribena. The series ended with a musical karaoke episode of an originally composed Ribena festive theme song sang by Danish and his family! When Danish notices that Ribena Crinkle Cookies was his most popular recipe, we released limited edition Ribena cookie containers as a complement, driving mothers in stores. In supermarkets, we took over the centre aisles with giant displays of Danish to attract mothers towards our shelf. Utilizing the cookie containers as a media space, we printed out more Ribena custom recipes into the cookie containers to further reward mothers for experimenting with Ribena as an ingredient.

Results and Effectiveness
We achieved 11% value market share within a month. Our sales value increased by +67% more than before the crisis happened. Danish’s Ribena recipe posts were saved at average of 76 times per posts, with some posts getting up to 969 saves! Danish’s videos were also covered in various content portals, leading to more than 14,000 social shares.

The Challenges
The Flavoured Milk category in Malaysia is on a downslide with penetration declining Y.O.Y since 2018. With competitors doubling spends to fight for the depleting market, Dutch Lady is faced with an uneven playing field.

Insight, Strategy and the Idea
Whilst tweens are active on digital platforms, mothers’ focuses are on traditional media. We developed these insights: Tweens should learn from selfdiscoveries on their own with little or no influence and pressure from their mothers – this will increase ownership and retention of their discoveries. Dutch Lady devised a 3pronged strategy for Tweens & mothers: ATTRACTing consumers & buyers towards an online brand experience EDUCATE & EXCITE on product knowledge & brand experience that fuels talkability CONVERTing users at POS, exposing them to the brand experience, leading to higher brand recalls and potential repeat purchases Dutch Lady created an online Brand Experience Tool called #EmoojiKu on Spotify that allowed Tweens to discover their identity through the language they know best – Emojis & Music. #EmoojiKu, a fun & musical online tool using Emojis, identified the Tween’s state of mind & revealed the Tween’s personality by identifying with their taste in music.

Media Execution
To bring this strategy to life, different media platforms work in clockwork to play their own part for separate target groups separately yet effectively: ATTRACT Mothers with PRINT: Newspaper Advert targeting mothers announcing the #EmoojiKu campaign with an innovation of a Bookmark in the form of an Emoji expressing out of the newspaper seams. This was complimented by a bursting strategy on TV targeting both Mothers. ATTRACT Tweens with DIGITAL: Home Page takeovers on leading digital Radio platform Spotify to attract tweens to the concept of #EmoojiKu EDUCATE Mothers & Tweens with Audio & Video: Functional comms for Moms on nutrition and Fun & Taste for Tweens ensured a complete reach story on media to EDUCATE & EXCITE both the Target groups. CONVERT: Unique #EmoojiKu packaging on the Flavour milk carton finally drove Consideration by influencing Tweens leading to Trial of the product by getting mothers to purchase. BRAND PLATFORM: Scanning the QR code on the packaging took users to the campaign site linked to the Spotify microsite. This one of a kind tool on Spotify’s microsite, worked on an insightful algorithm Identifying Mood with the State of mind, Hairstyle with danceability & Instrument with the Genre of music. Spotify randomized this data story into a custom playlist revealing the Tween’s true identity.

Results and Effectiveness
It was a huge progress for TWEENkind! The penetration of DutchLady’s flavours rocketed to +1.3p.p (6.5% Oct’18 to 7.8% Dec’18) despite a decline in category penetration nationwide. DutchLady also hit the highest penetration for their chocolate flavour since 3 quarters. Source : Kantar Worldpanel, Dec 2018

The Challenges
NutriBoost is a new product concept (a drink of milk and fruit juice) which faced difficulties as the Malaysian market does not associate the combination with great taste. The task was to help Malaysians believe that NutriBoost is a delicious drink and is good for them too.

Insight, Strategy and the Idea
While Young Urban Professionals are concerned about their health, they want to fully live out their 20s and not compromise on their indulgences. They are then caught in limbo between two wants: choosing healthy snacks versus choosing tasty snacks. Enter NutriBoost a surprisingly delicious snack that addresses both the wants of these young adults, where taste does not need to be compromised when it comes to nutrition. We turned that surprising discovery of delicious taste into a memorable “device”: “WuuDapDap”, the sound you make when you consume the product (short for wuu = woohoo!, dap = sedap (delicious), dap = sedap (delicious)), and leverage on relatable KOLs to demonstrate NutriBoost’s tasty WuuDapDap (woo sedap sedap) experience to drive recall, timed when these Young Urban Professionals are craving a snack in between meals.

Media Execution
NutriBoost tackled the biggest barrier faced with the Malaysian Young Urban Professionals: TASTE. The surprisingly delicious taste of milk and fruit juice would give consumers that WuuDapDap experience and encouraged them to engage with our advertisements to taste the surprise with a free bottle of NutriBoost. We covered TIMING: our WuuDapDap jingle hit our audience online where they spend most of their time on (Facebook, Instagram, YouTube, OLV networks, Joox, & Spotify) with relatable KeyOpinionLeaders drinking and singing the WuuDapDap jingle on social platforms while the audience was on the go between meals and craving a snack. And covered LOCATION: WuuDapDap was brought to life in relevant physical cinema & instore spaces where consumers could immediately purchase NutriBoost (MBO, 7Eleven, & MyNews) with WuuDapDap playing on cinema screens and whenever 7Eleven chiller doors were opened. Even while intransit inside Grab cars or at LRT stations, passengers were reminded of the WuuDapDap message with incar tablets or sampling booths at stations. And finally, we covered ENGAGEMENT: by tying all touchpoints back together onto Shazam, an audio fingerprinting app that allows you to match tagged audios to the right song in a database of over 11 million songs, by encouraging consumers to Shazam the WuuDapDap jingle (which was airing on almost every platform) and redeem their free bottle of NutriBoost to taste the surprise, completing the whole surroundsound storytelling to our target audience.

Results and Effectiveness
1) We saw a overwhelming response from the Shazam initiative 83% of people who Shazamed our jingle registrered (Register for Free Sample of NutiBoost) within the same day 2) Google BLS measured a 50% increase in brand awareness 3) Awareness metrics increased: Aided Awarenss: +11 Total Brand Awarenss: +11 4) Great Tasting metric increased +60 5) Healthy Beverage Option metric increased +54 6) Is Nutritious metric increased +50 7) Most importantly 86% of our trialists became NutriBoost drinkers (repeat purchasers)