Why is this work relevant for Media?

- We educate moms through engaging mobile-focused communication that simultaneously generate awareness and educate on the product’s USP. - Use YT Trueview, bumper and interactive end cards were utilized not only to grab the audience’s attention, but also to generate interaction and directly link to purchase. - Spread information about the product through the high engagement platforms that moms usually access for mommy-ing information. Together with the top 10 parenting publishers, the news about PROMINA HOMEMADE were spread even further and wider, and at the same time boosted the brand’s credibility. The publishers are Mother&Baby, HaiBunda, etc.

Background

Situation: Any mom would want the best for their babies. So they prefer to cook baby food themselves instead of feeding instant baby food. For them, it's give moms personal touch and perceived healthier because use real food. But, it takes time while juggled with other activities. Brief: PROMINA understand the situation and launch PROMINA HOMEMADE, a simple solution to cook baby food that contains real food and only takes 10 minutes cooking. Objectives: Understand these modern moms can't live without smartphone, we make them aware & educate them by PROMINA HOMEMADE simple solution, a comprehensive mobile focus campaign where mom can experience cooking virtually and learn healthy ingredients of it.

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

The idea was to give moms a homemade cooking experience, using gamified no buffer mobile ads to communicate about the new product and wrapping it up with interactive end cards to educate moms on the product’s USP and how to cook it. To illustrate the real food ingredients of PROMINA HOMEMADE, a virtual cooking experience was implemented to the interactive end cards. There are also the ingredients ie. rice, dried meat and dried vegetables are displayed in the card. Moms can do the virtual cooking by tapping, swiping and dragging ingredients into the pot, followed by a timer to represent 10 minutes of cooking. Then after the meal is done, it allows moms to add more toppings as they like - the mom’s personal touch to the meal. The card also acts as a direct CTA as it links to the official PROMINA store on

Describe the strategy (20% of vote)

Target Audience: Indonesian modern moms of babies below 2 years. Smart, explorative and digital savvy. They won’t compromise for the fulfillment of their baby’s nutrition needs, and tend to rely only on their own cooking to feed their babies. Media Planning: - kicked off in social media and working closely with mom blogger community - YouTube True View ad placement, bumpers (ingredients, 10 minutes cooking, simple solution to cook homemade baby food) and interactive end cards were utilized. - spread the new in top 10 parenting publishers Approach: - To further emphasize on the real ingredients and the requirement to cook the product, the launch was followed by a series of collaborations with baby food content creators and 2 of the most prominent parenting accounts on Instagram. The collaborations were done by having online live cookings and also offline cooking

Describe the execution (20% of vote)

Implementation (Online and Offline): - YouTube Trueview - Bumper - Parenting Publishers Timeline: June - Aug 2019 Placement: - TVC Placement - Online Live Cooking - Live Cooking Offline Event - Baby Food Content Creator - Social Media Content in Promina Facebook and Instagram - Gamified Mobile Advertising Scale: Nationwide (Indonesia)

List the results (30% of vote)

Through all the ubiquitous effort to simultaneously launch and educate the moms, the campaign succeeded to bring outstanding results! As of H2 2019, the campaign achieved: ● 2.5 million unique viewers with 83% rate of video completion ● 5.84% Engagement Rate - 484% above the 1% industry benchmark ● More than 10,000 hours spent on mobile, averagely 34.7 seconds spent on the interactive tent card - 478% above industry benchmark ● Sold more than 3,500 boxes through the official e-commerce stores ● 59% increase on product awareness - from 22% to 35% ● 47% increase on product consideration - from 15% to 22% After the campaign, 4 in 10 moms have good knowledge on how to prepare PROMINA HOMEMADE, in that it needs to be cooked in 10 minutes instead of mixed in hot water like regular instant food.