REDOXON NEW NORMAL CAMPAIGN: #CESBEFORECUS

TitleREDOXON NEW NORMAL CAMPAIGN: #CESBEFORECUS
BrandREDOXON
Product / ServiceREDOXON TRIPLE ACTION
CategoryA01. OTC Medicines
EntrantBAYER INDONESIA Jakarta, INDONESIA
Idea Creation BAYER INDONESIA Jakarta, INDONESIA
Media Placement MEDIACOM INDONESIA Jakarta, INDONESIA
Additional Company STORE SEND INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Sandi Wijaya Bayer Indonesia Marketing Manager
Fauzan Akbar Bayer Indonesia Digital Marketing Manager
Hesnuaril Marlindayani Bayer Indonesia Country Digital & eCommerce Lead
Zaki Dinul Bayer Indonesia eCommerce Manager
Kinshuk Kunwar Bayer Indonesia Director
Minxia Shen Bayer Indonesia ASEAN Category Lead, Nutritionals
Mei Ann Ng Bayer Indonesia ASEAN Brand Lead, Redoxon

Why is this work relevant for Branded Content & Entertainment?

Healthcare can be Fun and Engaging! In the time of heightened immunity concern, Redoxon was the 1st healthcare brand that launched a TikTok Hashtag Challenge and Branded Effect, creating a virtual product experience to deliver the single key message: Take Redoxon Before Going Out for Extra Immunity Protection. Over 402 thousand unique creators, including Healthcare Practitioners, engaged and participated in creating 1.1 million user generated contents that led to 2.7 Billion Views, Highest in ASEAN for Health Care Category to date.

Background

> Situation: Indonesian developed new health and hygiene habit during new normal by better dietary choices and supplementation to boost immunity. It shown by the increase of vitamin sales value up to 82 % in 2020 yet all vitamin brands are getting more intense communicating the same USP. > Brief & Objective: To GET competitor's users To CHOOSE & SWITCH to Redoxon By reinforcing Redoxon as the trusted partner offering the most effective immunity

Describe the creative idea

Redoxon initiated #CesBeforeCus Tiktok Hashtag Challenge as TikTok is the most relevant channel with high reach and biggest engagement platform in Indonesia for Redoxon audience. What is #CesBeforeCus? "Ces" is a sound expression when Redoxon tablet's diluted in a glass of water "Cus" is a popular Indonesian slang that means "Let's Go" The activity was driven to eCommerce as conversion funnel through Bayer Super Brand Day on Shopee These were the output of our WINNING FORMULA: > the marriage of INSIGHT coming from deep understanding of the the struggle and worry of consumers since they’re not giving themselves enough protection while they need to restart normal activities. > with Redoxon SCIENCE in its unique triple action formula that provide effective immunity protection >to own THE RIGHT MOMENT: before-going-out.

Describe the strategy

Relevance and Engagement is the key to break the clutter hence digital play a pivotal role to ensure Redoxon key message was well delivered to the consumers. TikTok was chosen as the hero channel since with its 40 million Monthly Active Users, TikTok is the 2nd biggest video channel with 8% highest Engagement Rate vs other social media in Indonesia. Thru TikTok Hashtag Challenge and Branded Effect, Redoxon engaged consumers to experience the product benefit virtually to reinforce the single key message of "Take Redoxon for Extra Immunity Protection in tackling New Normal". The high engaged User Generated Contents then being utilized for in-feed-ads inside and outside TikTok platforms (IG, FB, and YT).

Describe the execution

> Implementation: Single Key Message was carried on across media where via #CesBeforeCus TikTok Hashtag Challenge and Branded Effect, Redoxon brought engagement and education of self-protection during New Normal in fun and interactive way that driven to conversion on Bayer - Shopee Super Brand Day where we crated exclusive New Normal SKU and partner with other brands to drive New Normal habit. > Timeline: Sep 12th - Oct 31st, 2020 > Placement: TikTok, Shopee, TV Spot, YouTube, Facebook, Instagram, Google Responsive Display Ads, SEM, KOL > Scale: Integrated Marketing Campaign across relevant touchpoints, the first Health Brand initiated TikTok Challenge in Indonesia as the essential channel

Describe the outcome

> Reach - 90% Total Campaign accumulative reach & 40% Unique Reach - 2.7 BILLION TikTokViews, Highest in ASEAN for Health Care Category to date >Engagement: - High engagement with 1.1 million UGCs = 3X over the country benchmark - over than 402 thousand unique creators = 2X over the country benchmark > Impact: - Improved market share ranking from #10 to #5 brand - #1 Most Sold Vitamin C in Indonesia Minimarket (Alfamart) - #1 Most Sold Vitamin C in Shopee - 1000% increase in revenue - Based on Post Campaign Evaluation, Respondents who were aware with the campaign, had significantly higher purchase intention (mean score 4.16 vs. 3.91).

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