Background

Situation: As a market leader in UHT kids milk category, Indomilk needs to strengthen its position to step further beyond its competitor such as Ultra and Frisian Flag. Indomilk would like to increase consideration from both kids as the main user and mom as the buyer utilizing usage of character which loved most by kids. Brief: Making the brand relevant to Indonesian Kids through a gaming app (Indomilk Tobot Hero) that uses Tobot characters which are currently happening among Indonesian kids and increase consumption at the same time as the gaming app required user to scan characters to be played with from Indomilk packaging. Objectives: To strengthen its position in the kids milk segment, Indomilk is riding on kids interest towards gaming. Utilization of Tobot character might help the brand to increase its awareness since Tobot animation series are also running on TV.

Describe the strategy

Data Gathering: Competitive Review whereas most brands are using characters to grab attention from kids' audiences; Ultra collaborate with Disney Frozen Character, Frisian Flag have their own character ZhuZhu and ZhaZha, while Indomilk collaborate with Tobot character. Target Audience: Indonesian Kids 7-12 years old (primary) / Mom with kids 7-12 years old (secondary) Relevance to platform: - Packaging with Tobot character which can be scanned using the Indomilk Tobot Hero mobile app - TVC Indomilk Tobot Hero - KV which contain call to action for kids to collect, play the games, and win a chance to go to Tobot Museum in South Korea Approach: Utilizing Tobot character inline build association as ‘current’ brand. Tobot is currently happening among Indonesian kids, so Indomilk UHT Kids will become their friends through Tobot characters. Playing mobile games also the habit of Indonesian Kids after back from school, or in their spare time.

Describe the execution

Implementation - Digital Media Support: - FB & IG AON RnF Engagement - Google UAC - Youtuber Kids Timeline: Aug 1st - Nov 30th Placement: - TVC Placement - Instore branding - Offline event - Paid Media; Facebook/IG with Reach Consideration and Google UAC - YouTuber Kids - Social Media Content in Indomilk Facebook and Instagram - Microsite as hub of information related with Tobot Hero games competition. - Indomilk Tobot Hero gaming app Scale: Nationwide (Indonesia)

List the results

Through all the ubiquitous efforts of media strategy to build awareness of Indomilk Tobot Hero, the campaign succeeded to bring outstanding results! - 93 Mio impression - Reaching 11.8 Mio people - 11 Mio video views - 3.7 Mio engagement - Almost 1 Mio Download - 218 organic videos of kids reviewing the apps and teaching their audience how to play the games - Indomilk awareness are getting stronger by 6% increased (from 90% to 95%) - Not only aware, almost 50% of Indonesia kids also now consume Indomilk* (*) source: Kantar Brand Health Tracking W3 2020