Archives

Objective & Challenge
Disney+ Hotstar was finally going to launch in Malaysia with a lot of fanfare among audiences given the lockdown situation and the lack of entertainment options locally. Abiding by the COVID-related protocols, shoot delays and production hiccups were inevitable, causing a huge content shortage in the nation. Having said that, the launch of Disney+ Hotstar was expected to not be very well received by local players like Media Prima and Astro because of its competitive nature. The platform had the ability to impact Astro’s subscriptions and Media Prima audiences’ time spent on terrestrial TV.

Insight & Strategy
The task at hand was to determine which platform would be best suited for us to partner with, to ensure scale among the masses in a strategic way. Here are some of the key insights from some of the research work. TV – Astro carries significant reach on TV (55%), but MP comfortably beats Astro’s numbers (68%). Furthermore, almost 80% of Astro audiences watch MP stations. Advantage: MP Radio: Astro has a significant advantage on the platform due to the strength of their stations like Era FM. All radio stations from MP like Hot FM rank well below the top stations from Astro in terms of reach. Advantage: Astro Digital: Rev Asia has very extensive digital coverage across all genres and vernaculars through Says, OhBulan, Sirap Limau etc. Advantage: MP OOH: Through Big Tree, MP has a very wide coverage of OOH, particularly in major cities. Meanwhile, Astro has almost no OOH presence. Advantage: MP News: MP has very credible and high-reach news outlets like Buletin Utama (TV3), Mandarin News (8TV), Harian Metro (Print and Online) etc. Meanwhile, Astro has Astro Awani under its wing – while it is credible, it lacks the reach of MP news platforms. Advantage: MP Based on the above evaluation across platforms, it was abundantly clear that for our launch to be successful, we had to collaborate with Media Prima on a 360-degree level on the media front given their strength on TV and Digital.

Execution
Our collaboration with Media Prima spanned across all their touchpoints be it TV, Radio, Print, Digital, and even OOH for our launch. While we did continue hygiene buys across all their platforms, here are some of the clutter-breaking executions that helped to drive impact and visibility: TV: News was a hot topic during launch with viewership on Buletin Utama and Mandarin News at an all-time high. We wanted to take a piece of the hype. On launch day, we unveiled “Breaking News” across all 4 MP stations every hour. The execution mirrored the look and feel of a news set and announced breaking news that Disney+ Hotstar has officially launched in Malaysia and showcased all our 4 content pillars. Digital: Across 8 top digital platforms under Media Prima like Says, OhBulan, Harian Metro etc., we executed a first-of-its-kind 100% takeovers. This entailed: 1. Takeover of the Masthead with Disney+ Hotstar colours 2. Changing the name of the platforms as Disney+ Hotstar 3. A branded bar at the bottom with our brand colours and our brand message 4. A floating widget with D+ branding 5. No advertisers are allowed on any of MP’s digital platforms during our launch day Every single page of the 8 MP platforms had the above-mentioned treatment to ensure mass scale. Radio: There was a total takeover of all MP radio stations. All radio stations were branded as “Disney+ Hotstar FM” across radio and their digital ecosystems (FB, Twitter, and Tik Tok). Furthermore, aside from a total branding change, all songs played during the launch were from Disney’s content library exclusively. OOH: Disney+ Hotstar became the first official 3D DOOH advertiser on Big Tree’s newest screen opposite the high traffic KLCC junction. In fact, the screen’s construction was expedited to accommodate our launch date. The collaboration with Media Prima was the biggest of its kind with its mix of highly innovative, clutter-breaking slate of executions across all their platforms.

Effectiveness
The campaign turned out to be an astronomical success from both, the media perspective and business results perspective as well. Cumulatively, the collaboration with Media Prima enabled us to reach more than 75% of our target audience on the day of the launch alone (cumulative reach as per agency’s proprietary all-platform tool). Here are some of the key success metrics: 1. The “Breaking News” execution on TV delivered a reach of 58% in a day. 2. Audiences on Twitter kept tweeting about how much they loved the Disney takeover on MP radio 3. The digital takeovers (that we pioneered!) were so effective from a visibility perspective that Media Prima has started selling them as a regular buy – a buy that some of our competitors have been buying (Netflix for Money Heist and Warner Brothers for Batman) for impact 4. Our 3D Digital Billboard was a huge hit – it became the talk of town across social platforms and gained traction in news. Furthermore, seeing the impact, the execution was replicated by Thailand and Australia for their respective D+ launches From a business standpoint, Disney+ Hotstar launch aided by a partnership with Media Prima turned out to be a huge success story. The response was so overwhelming, that the huge influx of traffic crashed our entire back-end tech ecosystem. Normally, we’d consider that to be a major debacle, but considering that this signaled the high demand we created, we took this as a compliment. Even the ex-Malaysian PM, Najib Razak, tweeted and FB-ed about the platform crash. Not every day do you get a shout-out from an ex-PM. The interests we generated in the platform were unimaginable. We were able to achieve 50% of the yearly subscription target within the first week of launch. According to Comscore, in the first month of the Disney+ Hotstar launch, we were able to achieve the highest number of minutes consumption for any OTT platforms – beating long-established players like Netflix, Viu, iFlix and iQiyi. Finally, it feels amazing to have made a small contribution to entertaining Malaysians during a period of lockdowns.

Objective & Challenge
Challenge: Music is a highly saturated and common passion point that cuts across all age groups. Despite its saturation, people only listen to specific genres that soothe their listening pleasure. In culture, music stereotypes create bubbles that close people off from new experiences. Like people, we judge music genres and its fans based on these stereotypes, for example: when we think of country music we think of white guys called Bob, when we think of K-Pop music we think of over-emotional hyped-up teenagers. People stay within their own music bubblse because they judge music before even hearing it and its hard to break out because algorithms keep us trapped within the same genres. Objective: Heineken is a brand that has built its credibility as a catalyst of music based on their legacy of live music events. The Heineken brand needed to continue to create open mindedness by challengging cultural stereotypes and cliches in social life by contunuing to build its music presence in Asia. This mirrors the brand’s objective to also use Heineken Music as a catalyst to drive up its brand scores.

Insight & Strategy
Insight: We looked into the state of music and noticed music consumption has changed in this new era. The shifts are genre-based listening to mood-based listening and audiences listen to different music depending on their mood or moments. 69% of Gen Z and Milennials agree that audio acts as a soundtrack to their lives which is Heineken’s main target audience. The media insight concerning music was that music is a screen-less companion to audiences, with 79% of audio consumption taking place in screen-less moments with the purpose of elevating their mood and complimenting their emotions. Strategy: The direction was clear. We needed to leverage both the consumer and media insight surrounding mood-based listening to drive and fuel the Heineken Music campaign. The strategy was to create a movement for consumers to open up their selection of mood-based songs with a cross-genre music experience to open up a fresh perspective on music. This aligned to Heineken’s brand DNA in terms of providing fresh experiences to consumers and standing for openmindedness and inventivness, coaxing them to step out of their individual music bubbles through Heineken Music.

Execution
The Heineken Music campaign was brought to life via a collaboration of media partnerships launched thoughtfully in 3 phases: INSPIRE, INVITE, EXPERIENCE/AMPLIFY. INSPIRE: To disover other genres for better connection with Heineken. Collaboration with Spotify for launch of Playlist Refresher and launch video. In true audio advancement, the Playlist Refresher concept was created! The first playlist personalised for 2 (or more) people with the power of algorithms. This leverages Spotify’s open API, using AI to analyse their favourite genres, combining their favourite songs, creating a totally refreshing playlist to clear the awkward moments. Digital engagement was also launched in the form of our playlist refresher microsites. INVITE: After Inspiring users to blend their favourite music genres together and encourage discovery of other music genres, the INVITE phase now probes consumers to share their own music and discover new connections. The two approaches used within this phase are “Targeting Moments” and “Targeting Timebelts.” The primary focus is to identify and engage with the most relevant and highly listened-to genres in order to reach a wide audience. Additionally, Heineken extends its targeting efforts to different time periods, namely 6am – 12pm, 12pm – 6pm, and 6pm – 12am. Each timebelt features unique creative messaging aimed at motivating consumers to explore and expand their musical preferences, thus driving incremental reach. This leads back to the insight of consumers music listening by time peaks; ensuring we had different creatives and messaging for each time belt. EXPERIENCE/AMPLIFY: Focuses on generating awareness for the main event which was a brilliant showcase of cross-genre music experience. The main event featured different artists specialising in different genres; NYK (R&B), Bate (Dance/EDM), Yunohoo (Hip Hop) with the main artist being The Chainsmokers (Electronica Dance/Pop). This phase focused on involving consumers providing them a voting mechanism to get them to choose which songs the artists would blend during the event night. The strategy involves utilizing talkability and creating a high-impact awareness campaign through content publishers and key opinion leaders (KOLs). The goal is to create hype around the Heineken Refresh event taking place in Genting Highlands. Additionally, the messaging emphasizes how consumers can participate in the contest and win general admission (GA) tickets and VIP tickets.

Effectiveness
The Heineken Music campaign drove amazing results for both media (metrics and KPIs), the client (business volume) and the brand (brand health scores lift): Microsite and Digital Results: 1) Traffic to microsite: 75,888 sessions and over 114,794 pageviews 2) Campaign key visuals look and feel was successful in being refreshing and appeals to Gen Z, a truly fresh take for Heineken Music, achieving 5% for 100% VTR versus benchmark of 1% VTR 3) Impressions : 130,831,586 vs 103,447,123 4) First Party Data : Collected 9,415 5) CTR : 0.65% vs 0.50% 6) 1,557 registrations on Playlist Refresher 7) 7,936 registrations on Refresh Hub Main Event featuring The Chainsmokers: 1) Media activations contributed to 4,141 event attendees 2) Beer volume Heineken consumed: 5,833 Brand Health: 1) Increased Brand Power +0.8 overall 2) Increase in breakdown Brand Power scores for Difference (+9) and Salience (+16)

Objective & Challenge
Once fuelled by the impact of the pandemic, the food delivery sector is now a thriving industry. foodpanda, a pioneer food delivery platform in Malaysia, faces fierce competition from over 20 players in Malaysia, including ShopeeFood, AirAsiaFood and DeliverEat. In this crowded landscape where competitors offer similar deals and discounts, foodpanda needed to drive differentiation and top of mind among consumers. foodpanda needed to establish a strong association with food and become the go-to food directory, ensuring that whenever people thought about food, they instinctively turn to foodpanda for their food delivery needs.

Insight & Strategy
Food is not merely a means of sustenance in Malaysia; it is a way of life. From gourmet cuisines to local street food, Malaysians are always seeking out new flavour fusions and mouth-watering eats. While others embark on road trips for scenic views, Malaysians embark on food trips for a culinary adventure. To seek inspiration for their next food adventure, Malaysians turn to food review websites and videos, which have become increasingly popular. According to a study by YouTube, the Food video category, along with Music, Beauty, and Gaming, has experienced remarkable growth in Malaysia, with 151% increase in subscribers and 76% surge in watch time. Designed to intercept the consumer journey of food-hunting, we strategically partnered with KLFoodie, Malaysia’s No.1 food guide and review platform. With this collaboration, we engaged consumers at key moments when they are exploring and making decisions on their next food adventure from home.

Execution
KLFoodie, Malaysia’s leading food guide and review platform, boasts an impressive reach with over 100 million monthly video views and 15 million followers across their social media pages. Their brands, KLFoodie, PenangFoodie, JohorFoodie, HalalFoodie, and FoodieMyChiHuo (Mandarin, translates to FoodieMyEatPlay), have garnered a diverse and dedicated fanbase that spans across different races and culinary preferences. We implemented a three-prong strategy that taps onto KLFoodie’s extensive reach and leverage the relevance of foodpanda offerings to ultimately drive brand and business objectives. 1.Get inspiration for your next food adventure with Always-On foodpanda Food Video Content across all KLFoodie platforms We implemented an Always-On Video Content strategy across all KLFoodie platforms, delivering engaging content that resonates with food audiences whilst promoting foodpanda’s vendor choices and promotions. Each month, 10 exclusive foodpanda features were curated to showcase the unique offerings, signature dishes, and promotions available through foodpanda. This approach effectively highlighted the breadth of foodpanda’s offerings and generated interest among consumers to try them out. For example, we developed dedicated content for foodpanda’s exclusive partner vendor, AmazonVegan, a home-grown Malaysian vegan fast-food chain. By featuring AmazonVegan’s signature items like the SmashBurger and PhillyCheeseSteak, with an enticing offer of up to 20% off using foodpanda’s MAKAN20 promocode, we successfully drove customers to experience AmazonVegan through foodpanda. We also collaborated on food adventure series, where we got KLFoodie to embark on exciting culinary journeys, exploring different cuisines and hidden gems in Malaysia. These videos showcased the convenience and variety available through foodpanda, inspiring food audience segments such as Food Adventurers, Gourmet Hunters, and Local Lovers to order and try! For example, during the KoreanFriedChicken trend, we conducted an interactive poll, comparing multiple foodpanda KoreanFriedChicken vendors based on crunchiness, flavor options, and price. Food Adventurers can try them all at a 25% discount, if they’re a pandapro subscriber (foodpanda’s subscription programme). Such targeted content resonated with the specific preferences of the audiences, effectively driving engagement and orders through foodpanda. When the MichelinGuide debuted in Malaysia, Gourmet Hunters eagerly visited the listed restaurants. To cater to those without reservations, foodpanda enlisted these restaurants to our vendor list, allowing Gourmet Hunters to have their Michelin-starred meals delivered. KLFoodie’s video reviews promoted this initiative and encouraged Malaysians to order through foodpanda. To extend reach beyond KLFoodie’s fanbase, we ran video ads on Facebook, Instagram and TikTok using video content curated in partnership with KLFoodie. Audience segments were targeted by location for relevance with new content monthly to showcase foodpanda’s variety. 2.Catch the next food trend by leveraging KLFoodie to discover and onboard new vendors for foodpanda Leveraging KLFoodie’s expertise in discovering new and emerging restaurants, we partnered with KLFoodie to source exciting new vendors for foodpanda. Examples of new vendors enlisted are DonstopUptown in KualaLumpur, OOWhiteCoffee in Penang, and NimmiesPastriesCafé in Johor. This enabled foodpanda to catch the next food trend and continually provide customers with new and enticing choices. This collaborative approach expanded our vendor network and solidified our position as the platform that offers the best food choices in Malaysia. 3.Discover foodpanda’s best restaurants on KLFoodie’s Foodie.Asia website, Malaysia’s all-in-one food directory As Malaysia’s ultimate online platform for food discovery, Foodie.Asia integrates comprehensive features that aims to make the food-hunting consumer journey seamless. These include restaurant exploration, user-generated reviews, searchable Foodie content, dine-in reservations, QR menus, and enticing food deals. In partnership with KLFoodie, we developed a dedicated tab on Foodie.Asia, allowing food enthusiasts to easily explore and discover all foodpanda partner vendors based on location, cuisine type, meal-time, and ongoing deals. Additionally, we integrated foodpanda widgets across all listed vendors on Foodie.Asia, enabling users to conveniently click to order from the foodpanda app while exploring different restaurant options.

Effectiveness
In the first three months following our launch, an impressive 31 foodpanda food videos were curated in partnership with KLFoodie. These resulted in 172 foodpanda postings across various platforms, including KLFoodie, PenangFoodie, JohorFoodie, HalalFoodie, and FoodieMyChiHuo. Our collaboration delivered positive growth across Business and Brand health metrics (comparing against previous quarter): 1)+3% points on Food Top Of Mind 2)+5% points on Food Preference 3)+5% points on foodpanda Brand Love In terms of campaign media metrics, we delivered: 1)+28% lift on organic foodpanda searches following campaign launch, compared to past month 2)15 million Malaysian foodies reached with our innovative content collaboration with KLFoodie 3)19.9 million video views across 172 video postings on Facebook, Twitter and TikTok 4)210K social engagements 5)Garnered 15K bookmarks and shares on TikTok And that’s how foodpanda inspired Malaysian foodies and became the go to food directory for all their food delivery needs!

Objective & Challenge
Objective: In order to introduce its new product, Guinness Draught In Can (GDIC), Guinness aimed to engage and inform the younger millenials audience. This presented a challenge as Guinness is often perceives as having a bitter and strong taste that may not align with their preferences. Hence, the objective was to raise awareness, encourage sampling and trial, and garner interest in GDIC among the target demographic. Challenge: Alongside shifting focus from mature to the younger drinkers, the brand’s challenge was to modernise the Guinness brand. The brand overtime has been viewed from a perception of old, mainly due to its rich heritage, overall dark coloured imagery and packaging and the shift to be made was to make Guinness a brand that surges with passion, energy and shared optimism.

Insight & Strategy
Insight: The brand insight targets a generation that comes together in new ways to move things forward, finding opportunities and promises. Further consumer insight shows that younger millenials is marked by an innate sense of exploration, constantly seeking opportunities to learn new skills and discover novel brands or products. They thrive on the thrill of discovering the unfamiliar, eagerly embracing new experiences. This insatiable curiosity fuels their desire to try new things, as they relish the opportunity to expand their horizons. Besides, they actively seek out brands and products that resonate with their evolving identity, shaping their personal narratives. They are on a constant quest to find brands and products that align with their values, aspirations, and unique sense of self. Strategy: Engaging with the younger demographic requires a multi-faceted approach. To bring this to life, House of Guinness (HOG) was created, which is a first in the alcohol category and never been done before. The power and potential of future retail was demonstrated in this pop-up and every touch point and room at HOG was an immersive mirror of the consumer’s journey, from understanding how GDIC makes the perfect creamy head (thanks to the nitrogen widget inside each can) to its ultimate serving ritual. Each activity was also associated with the emotions of consuming GDIC. The campaign leveraged social media platforms, influencers, and targeted digital media strategies to spread the word and generate curiosity and talkability. The strategy was to provide an immersive experience that allowed Gen Zers to engage with the brand, an opportunity to try the new product firsthand, and share their experiences on social media. This was paired with infuencer strategy using authentic storytelling showcasing real-life experiences of influencers who resonate with the interests and values of the younger millenials to help amplify the campaign message and establish credibility within their circles and hence building brand trust and dialing up relevance among younger audiences.

Execution
The HOG experiential activation was an amalgamation of media collaborations put forth and brought together. It started with a signup driven campaign with a conversion buying objective using social media channels; Facebook and Instagram, target audience of age21+ NonMalay. For precision targeting, we added in 1st party data from the client’s CRM database. By utilizing this, we drove sign-ups at a fast rate at RM120 per sign-up, also successfully achieving it at a cost lower than our usual benchmark (RM150). We strengthened our digital media using Teads launching cookieless targeting for the brand. Accompanied by running indisplay stream video and display allowing us to penetrate more placements due to the format. Due to the emerging emerging popularity and influence of IG Reels, a trending short-video format among Gen Z, we leveraged 19 Macro KOLs who have a strong presence on Instagram. These KOLs were carefully selected and curated based on their ability to authentically engage with their followers and align with Guinness’ brand values and image. The influencer strategy was to use Macro KOLs who have substantial audience/following to achieve brand awareness and were chosen based on their content (optimistic, outgoing lifestyle), interests and audience demographic hygiene checks. Through entertaining IG Reels, these KOLs showcased the experiencial journey of the pop-up event to fostering curiosity and encouraging their followers to sign-up. Furthermore, by understanding the importance of authenticity and genuine recommendations for the target audience, we strategically utilized content publishers as a platform to share honest and credible reviews. We collaborated with trusted social content publishers who had a strong following of the younger millenials. They shared their genuine experiences and opinions about the festival event. By leveraging the authenticity and reach of these content publisher, we garnered digital awareness and capture the attention of the taregted audience.

Effectiveness
HOG was a first-ever concept in the alcohol category and it achieved outstanding results considering Malaysia is a Muslim-majority country and HOG targets new and young drinkers who previously never considered Guinness: Media: Over 240,000 unique traffic flow into the campaign microsite 24,547 resgistered individuals to on-ground activation 12,809 people attended the on-ground activation, versus target of 9,500 (KPI overachieved by 135%) 52.18% turnout rate 21 million earned PR impressions Social Organic: 1903 public posts on Instagram 275 tagged @guinnessmy on Instagram Activation: 27,310 glasses consumed/ purchased (330ml) 100% of attendees tasted one or more Guinness products 40% of consumption were sales 18% purchased GD/GFES for home consumption 100% of attendees completed the product USP education journey Brand: Market Share +0.8 versus Aug 2022 Brand power among younger group (21-35yo) +0.4 versus Q3 2022 Salient +0.3 versus Q3 2022

Objective & Challenge
Germprotection body wash and shampoo categories have thrived in this postpandemic world. And in this new normal, Johnson&Johnson’sActiveKids Range wanted to protect the joy that play brings to both children and parents. However, Johnson&Johnson is not as wellknown as other brands in the market who had always had an antigerm positioning. Because children’s skin is more sensitive compared to adults, we needed to educate parents that antibacterial bodywash might cause more harm than help, as good bacteria will also be killed and therefore compromising kids’ skin health. With the Johnson&Johnson’sActiveKids range, we needed to drive awareness that it is not just gentle and safe to use from head to toe, but also provides the complete protection with the bath, shampoo and powder products.

Insight & Strategy
We knew 2 things. Firstly, Pester power wields significant influence over parental purchasing decisions, shaping their choices based on the persuasive appeals of their children. Secondly, studies have long shown that children learn through songs and everyone grew up learning their ABCs and 123s with popular children’s songs and nursery rhymes. And it remains a fun and effective way to educate children with parents via online Music Videos of childrens’ songs. Understanding this, we decided to utilize nursery rhymes as an effective tool to educate both kids and parents alike about the vital role of Johnson’sActiveKids headtotoe range. And what better way than the everpopular “Heads, Shoulders, Knees and Toes” children’s song! To bring the idea to live, we partnered with Didi & Friends, Malaysia’s No. 1 preschool, 3Danimated musical entertainment cartoon and created a BM version of the “Heads, Shoulders, Knees and Toes” song and Music Video.

Execution
Didi & Friends is hugely popular in Malaysia with 6.57Mil YouTube subscribers, 532k followers in Facebook & 415k followers in Instagram. As the winner of Best Preschool Animation at the 2019 Asian Television Award, it is also a credible and trusted platform amongst parents. Working with Didi & Friends platform, we reimagined the beloved children’s song ‘Head, Shoulders, Knees and Toes’ and gave the Music Video a Johnson&Johnson’sActiveKids unique touch: 1) We crafted lyrics that invited children to indulge in the delightful experience of using Johnson&Johnson’sActiveKids range such as ‘Let’s embrace cleanliness and freshness with Johnson’sShampoo’. This is translated from the original BM version of ‘Mari bersihkan diri kita dengan Johnson’sShampoo’. 2) We creatively and seamlessly featured the different products of the ActiveKids range in the Music Video for each body part mentioned in the song. The 3 main characters of Didi, Nana and Jojo took turns to sing and dance to the song and taught parents and kids which Johnson&Johnson products was suitable for their different body cleansing needs. For instance, during the segment for head, we featured Jojo (Didi’s Friend) with Johnson’sShampoo. Whilst for the segment for body, we had Nana (another of Didi’s friend) singing with the Johnson&Johnson’sActiveBath product. Lastly, Didi closed the whole body routine with Johnson’sPowder to keep one feeling fresh and smelling good throughout the day. 3) The Music Video was set in a playground setting, to communicate the JohnsonActiveKid’s ‘Joy of Play’ positioning, where parents are assured that their children are protected from germs whilst indulging in outdoor activities. Focusing on high reach and parentingrelevant platforms, we effectively drove our campaign objectives through the media funnel: 1)Awareness: Our strategy started with the catchy music video on Didi & Friends’ YouTube channel to generate buzz and build awareness, leveraging their Facebook & Instagram assets to promote engagement, inviting kids to sing and dance along with Didi & Friends. Ads on Facebook, Instagram, and YouTube expanded the reach, while programmatic richmedia ads focused on parents with a skew to moms, targeting interests, affinities, and inmarket audience such as shoppers, familyfocused individuals, and baby & children’s products, were included to reach potential parents who prioritize their children’s needs. Further amplification was done with key parenting social media influencers, Astro Ceria and Pa&Ma, by sharing posts and articles that highlighted the importance of play for children and emphasized the assurance provided by Johnson’s for a safer and more joyful play experience. 2)Engagement: To engage online customers, we launched an exciting contest utilizing Didi & Friendsthemed Instagram AR filters. The user will be shown wearing Didi’s hat when hovered to their faces and the song is included to encourage kids to dance along. This allowed kids to join the fun, dance with their favourite cartoon characters and share with their friends. Participants were required to purchase the products, capture moments of their kids playtime & post on their public profiles with specific tags and hashtags stands a chance to win prizes. 3)Conversion: Roadshow performances also took place at key hypermarket and supermarket like Lotus’s and AEON. We leveraged on the partnership’s branding rights to create eyecatching Didi & Friends product displays and brought the beloved mascots to interact with customers. This allowed push towards sales as kids influenced parents to purchase products that their favourite cartoon characters used. This approach not only reinforced brand visibility, it directs engagement with the kids that ultimately lead to sales. The campaign’s sustained presence and reinforcement across various touchpoints created lasting impact, effectively communicating the value of Johnson’s products.

Effectiveness
The campaign yielded impressive results, demonstrating its effectiveness in both business & campaign: 1. Brand Awareness increased +2%, Brand buzz increased +7% & Brand recommendation increased 1.4% as compared to previous month (Source: YouGov) 2. Sales experienced remarkable growth, with +27% increase in bath products, +16.2% in shampoo, and +22.8% in powder compared to the previous year. 3. Roadshow sales at Lotus’s saw notable +32% growth, while AEON achieved exceptional +113.9% growth. For campaign media metrics: 1. The Johnson’sBaby YouTube video received impressive 3.6 million views, Didi & Friend’s YouTube video received organic view of 441k. 2. Our campaign reached significant audience of 8.7 million on Facebook and Instagram, with over 268k engagements. The powerful message of safeguarding children, providing sweat protection, and ensuring lasting freshness with the iconic phrase ‘kepala, bahu, lutut, kaki, dengan Johnson’s’ deeply resonated with our target audience.