The Campaign

At the heart of the excitement is the Indonesian mom. She wants the perfect Ramadan for her family and while she dreads all the challenges that come with it she believes if Ramadan is done right, she and her family can have 1000 blessings for her family. She’s hungry for inspiration and is activley looking for solutions to help achieve Ramadan perfection. What if inspiration found her when she needed it at the most? So we created 1001 Inspirasi Ramadan campaign, a digital-first campaign that would reach her at the most relevant time with inspiring content to turn 1000 challenges into 1001 blessings. The campaign centered around 1001 pieces of content to inspire moms which could be found on her favorite publishers and YT creators as well as on the Inspirasi Ramadan mobile hub.

Creative Execution

Following insights we gathered from moms’ behavor online we started with food-related content first, followed by beauty then mudik. For each content theme, we started with 15 second videos aired via YouTube masthead, pre-roll and true view. We also used Facebook & mobile video to extend its reach. To make our video content more relevant, we worked with Vogon to create 19 different videos that would change depending on the search keyword that is used on YouTube search. This helped drive more relevance for the campaign While 90% of the content was planned, we allocated 10% of our content budget for agile content, looking at key conversations that we might be able to ride on during Raamadan period. Such as riding on the Euro Cup fever during Sahur (meal before fasting) with Euro inspired Sahur. All of these were promoted through Facebook page post link ads to gain maximum reach.

We reached 52 million through our digital campaign. That’s close to 60% of the online population. It is by far the highest reach ever achieved for any Unilever digital campaign. We exceeded our website visits KPI of 1,000,000 and achieved 2,000,000 visits due to the agile content we developed bosted through social media. The programmatic video we developed helped drive not just reach but also lift in ad awareness of 3.7% (exceeding YT benchmarks) and the same trend can be seen through Facebook advertising, where those who were expoesed to it had higher ad recall for the campaign up to 17% than those that were not exposed. Best of all sales increased by 17% vs. previous Ramadan period. This was driven not just by food category sales but also by personal care and home care, which shows that the campaign did work to boost even low affinity Ramadan categories.

At the heart of the Ramadan excitement is the Indonesian mom. She wants the perfect Ramadan for her family. Although she dreads all the challenges that come with it, she believes if Ramadan is done right, she and her family can have 1000 blessings for her family. She’s hungry for inspiration and is actively looking for solutions to help achieve Ramadan perfection. So, we created the 1001inspirasiramadhan.com website as an integrated source of inspiration which has more than 1001 pieces of content (video, articles, GIFs) on personal care, entertainment, celebrity news, home care and recipe ideas.

Using Google Trends for search and video as well as social media conversations on Twitter and Facebook, helped us understand mom’s top concerns but also in the right campaign phasing and identifying content requirements. Data showed us that while religion and food were important aspects of Ramadan, so were hijab, fashion, beauty & traveling with the family (called Mudik). These became the key pillars of our campaign which we then matched to the relevant Unilever brands. Most of the searches were happening on mobile so we built all assets for small screens and for short attention span. We knew 3 pieces of content would not be sufficient to address all their concerns. Instead we created 1000+ pieces of content across various formats – video, articles and social media posts that were all bite size content for easy viewing on their phones.