Why is this work relevant for Media?

- We utilized Facebook/IG with Reach Consideration to create awareness - YouTuber Kids that is related with the target audience as kids usually look up and follow whatever their favorite Youtuber recommend. We utilize 8 numbers of Youtuber kids (including 1 Youtuber Family; Ruben Onsu). - We utilize Google UAC to gain numbers of app install and Daily Active Users - Seeding content in Indomilk Social Media assets - Microsite as hub of information where people can see the games leaderboard in the microsite as we connect score leaderboard in the games app to the microsite.

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.

Describe the creative idea / insights (30% of vote)

CREATIVE CONCEPT - Packaging using Tobot character - Video ads 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 CREATIVE RATIONALE Utilizing Tobot character inline will 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 strategy (20% of vote)

Target Audience: Indonesian Kids 7-12 years old (primary) / Mom with kids 7-12 years old (secondary) Media Planning: - Combination using Google UAC before TVC airing, so it helps to boost number of downloader in the beginning. - To support this campaign we use Facebook and Instagram RnF to support the awareness and Google UAC to drive install and it deliver good performance. - Since we don’t have our own asset of how to play the apps, utilize Kids Youtuber is effective to spread information to their audience on how to play it - Every time a YouTuber upload a video, the number of active user increases than the previous day. Approach: - Indomilk Tobot Hero support with reach consideration to drive more reach and engagement. - To drive more install, we utilize Google UAC. The material ads is TVC Video, and GDN banner that spread on Google assets.

Describe the execution (20% of vote)

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 (30% of vote)

- 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* - Indomilk Imagery as trusted brand increased by 100% (source: Kantar Brand Health Tracking W3 2020) - It is a fun brand to have to (increased from -2 to 2) - Now kids ask their mom to Buy Indomilk for them (increase from 0 to 3) Source: Kantar Brand Health Tracking W3 2020