Why is this work relevant for Brand Experience & Activation?

In order to extend the goodness, Bayer came up with this idea by choosing the health products from Bayer, you don't only have good choice for your health but you also extend the goodness to minimize waste and carbon emission to protect our nature and family's future.

Background

Bayer wants to enable Bayer consumers to do sustainability commerce and be eco-friendly shoppers. This background came up from 3 pillars: • Local insight  unprecedented environmental impact from ecommerce rapid growth due to packs stuff in bigger box, takes more space & uses more plastic. • Science  to protect nature for our family and next generation in the future. • Right moment  Now! When the immersive growth of ecommerce is happening and we launched it during “Bayer Anniversary Day on Shopee With the objective to health-conscious shopper on Shopee to start doing sustainability ecommerce and be eco-friendly shopper by creating 1st campaign on health category to reuse and recycle used-packaging and plastic free packaging to lesson carbon emission and waste to be end up on land fills.

Describe the creative idea (20% of vote)

Idea: Extended The Goodness by: 1. Recyclable and Reusable Packaging: - Packaging to be used as recycled gimmick (e.g: sachet for bag/pouch) - Sleeve for children artwork - Reusable sleeve using pouch 2. Accurately Size Packaging  charge for additional protection (more paper) 3. Plastic free  easily composed box/sleeve 4. Eco friendly receipt  recycled paper receipt 5. Environmentally friendly delivery  delivery time option 6. Waste4change Shopee Brand Day was tailored with Sustainability Commerce “Extended Goodness” that is aligned with Bayer vision! It translated to Sustainability “Extended Goodness” on Shopee to drive eco-friendly campaign to shoppers.

Describe the strategy (20% of vote)

Create end to end funnel from awareness through conversion. Catch  we use high reach channel in order to maximize awareness (89% cumulative reach & 40% unique reach R1+ 75%, AB class, 18-44 MF) Connect  to engage consumers through Brand Ambassador and KOL video encouraging sustainability commerce. Convert  to optimize conversion through sustainability commerce with attractive sustainable SKU and voucher. Also, we utilize channel marketing and commercial integration through 4P that focus on Shopee: - Product: Launch eco friendly CDR and Redoxon SKU - Place: “Sustainability Commerce Extended Goodness” Brand Day Landing Page Microsite on how the recycle process can be done. - Promotion: utilize eco friendly gift and bundle, exclusive discount and cashback, limited time deals, Shopee coin and gamification, and free delivery. - People: custom audiences targeting (target active MF aged 18-44 AB who believes health is fundamental) and do influences marketing

Describe the execution (30% of vote)

During preparation: Understand historical data  Finger stopping message and offer  Right assortment (exclusive SKU)  Stock Update (Reserved)  Promo Set up (discount, gimmick, voucher, cashback)  best in class UX (landing page, store set up, hero and secondary image, product page)  100% chat response rate (in prior D Day & 1 week after)  packaging and last mile delivery (secured & fast)  response R&R (especially on rating 1,2,3). In execution, we do massive in-platform support and relevant out-platform support with hourly optimization. Also, we utilized technology, KOL and gamification in Shopee platform that drive consideration and purchase, activate to boost new trial through ecomm friendly gift features and increase basket size for the loyalty shoppers for add-on. Strategizing the highest discount, cashbacks, and vouchers on the limited time deals at midnight got 122% GMV achievement.

List the results (30% of vote)

Bayer Extended Goodness – 1st Sustainability Commerce in Health Category resulted 2.5x higher GMV! Traffic  traffic uplift 20x higher +13000% pageviews vs BAU +6000% unique visitors/month +1000% new customers/month 60% media efficiency 2.3x lower vs country benchmark Conversion  significant growth with highest sales record vs BAU +254x revenue +208x add to cart +230% conversion rate +122% average selling price 122% KPI achieved at 12PM Retention  winning customers with relevant integrated campaign +300K customers 5% followers +40% repeat buyer 96% response rate 4.9 rating, 300.000 reviews 8584% increased product views compare with D-7 performance by efficient media targeting and in store visibility +256x increased on CR due to high traffic, new initiatives campaign and attractive promotions Campaign gained 122% GMV achievement by optimizing offers based on the store hourly insight. We also ensure the post-sale through responsive customer service and got 99.65% response rate and 4.9 store rating