Why is this work relevant for Integrated?

To deliver one single key message "Take Redoxon for Extra Immunity Protection tackling the New Normal", Redoxon launched Integrated Marketing Campaign across funnels: >Catch: Redoxon drive awareness with total cumulative reach of 90%, leveraging heightened concern of immunity needs during the pandemic. >Connect: Redoxon drive engagement to reinforce the message of immunity protection in fun and interactive way via TikTok hashtag challenge and branded effect >Convert: Redoxon optimized conversion on Bayer-Shopee Super Brand Day

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

>Applying 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. >SINGLE KEY MESSAGE was carved out: Take Redoxon Before Going Out for Extra Immunity Protection >translated into a CATHCY, UNIQUE, & LOCALLY RELEVANT TikTok Challenge: #CesBeforeCus “Ces” is the sound expression when Redoxon tablet is dissolving in a glass of water “Cus” is a popular Indonesian slang that means “Let’s Go” > driven to eCommerce as conversion funnel through Bayer Super Brand Day on Shopee

Describe the strategy

>Target Audience: Adults 20 up to 45 years old, health-conscious people who believe health is fundamental. They have a “world” counting on them to deliver their daily commitment. They are “the rock” of their household - falling sick affects their day-to-day life and creates disruption. Daily activities must carry on amid a high health risk situation. This poses challenges and causes them to worry about their own health and safety >Integration: Redoxon IMC was mapped in consumers Path To Purchase, with TikTok as the essential platform, to ensure Redoxon Catch and Connect on all relevant touchpoints and Convert to eCommerce as the main purchase channel >Approach: 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.

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

List the results

> 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, Sales, Achievement: - Fastest Growing Brand among top 10 brands - 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).