Advertiser: Unilever Brand: Wall's Creative Agency: Vox Eureka Credits: Shiv Sahgal - Unilever, Marketing Director Javed Jafri - Unilever, Head of Media & Digital Stephanie Ng - Unilever, Category Lead Michelle Tan - Unilever, Brand Manager Aileen Chew - Mindshare, Manager - Digital Implementation Mandy Wong - Mindshare, Manager - Digital Implementation Faten Ashrof - Mindshare, Senior Manager Elise Loi - Mindshare, Manager Lee Weng Gene - Mindshare, Executive - Planning Syamin Yusop - Mindshare, Associate Director - Digital Rashmi Sharma - Mindshare, Business Director
Objective & Challenge
While COVID19 continued to wreak havoc on the Malaysian economy in 2021, it also casted a gloom on the overall country’s sentiments. Wall’s, in line with its brand proposition, wanted to establish itself as a brand that spread joy and happiness. The pandemic had resulted in Malaysia’s worst unemployment figures in the last 20 years. However, food delivery services were one of the few sectors which experienced exponential growth. In a short span of time, GrabFood and Foodpanda had become everyone’s go-to-option for ordering food online from their favorite restaurants. This incremental demand drove incremental need for riders. More than 15,000 unemployed adults 18+ joined as “Grab Riders”, which although provided a quick fix for protecting livelihoods, inevitably put them at risk as frontliners. At such trying times, when livelihood was put to test, how did a commercial ice cream brand such as Walls, lightened the burden for frontliners –grab riders and drove sales for its brand?
Insight & Strategy
This rise of online delivery presented the opportunity for Walls products within the food delivery app. Grab research showed that “90% of Malaysians were willing to support frontliners”. Statistics also revealed “150 road accidents involving food delivery riders on motorcycles every month”. We wanted to protect our frontliners, who were braving the virus for us, come rain or shine, by riding on compassionate public goodwill. We leveraged this opportunity to strike a collaboration with Grab, Malaysia’s leader in food services. The path-breaking campaign, Abang Hero 2.0 Wall’s Bersama Riders was launched in collaboration with Grab, living the true spirit of #kitajagakita (we take care of each other) – personifying Unilever Wall’s brand purpose. This campaign was also designed to drive the sales within the platform through the goodwill that’s generated by the activity.
Our execution strategy was to amplify positivity by keeping the hero riders safe whilst on the job, aided by crowd funding. With every purchase of Wall’s ice-cream worth RM30 and above on Grab Food, RM5 was channeled towards funding helmet purchases. Alpha, macro & micro KOLs, who bought walls ice cream and contributed to the helmet purchases, promoted this initiative, and shared their memories/experience with riders during pandemic times. FB, IG & Content Publishers were used to create buzz & hype up the campaign, encouraging our target audience to share content leading which leads to the Wall’s ice-cream order site on Grab app. Netizens were encouraged to share their fondest memories with Grab riders on Instagram, tag @wallsmalaysia and include the hashtags #WallsBersamaRiders #TQGrabRider #ChooseHappierTogether. Selected entries were shared on Wall’s Malaysia’s social media channels. We also promoted stories of 10 riders, inspiring netizens to voluntarily join the initiative.
Staying true to Wall’s brand purpose, “spreading joy and putting smiles on faces, we delivered the following results: 1. How Media contributed to the partnership – Wall’s donated 1000 ice creams – MYR100,000 worth of safety helmets donated to riders. – More than 174K ice-creams were sold on Wall’s Grab Food store during the activity 2. How Media influenced Wall’s ice-cream sales – +624% increase in sales on Wall’s Grab Food Store versus 2020 during the same period 3. Media campaign achievement over delivered – +20% higher impressions for free! Value added supported by Revasia Network – Overachieved planned reach by 49% driven by free impressions and organic sharing – More that 6000+ orders were shared on social media, contributing to the free organic impressions