Why is this work relevant for Brand Experience & Activation?

Berocca created an all-digital community and provided an experience that helped Filipinos connect, energize, and reboot their energy from the comfort of their homes. It was a multi-layered campaign which included a community hub via Berocca's microsite housing all activities and giving members access to various content, live classes and workshops in collaboration with local brands and organizations, rewards, and a push to e-commerce and retail. The campaign was able to successfully rally Filipinos to move and stay motivated despite challenges. Above all, Berocca’s efforts filled the gap to what Filipinos missed most during the pandemic, a sense of community.

Background

When the pandemic brought about the “new normal”, many Filipinos found themselves feeling restless, disconnected, and fatigued as they continued to spend each day in repetition. The brief was to be the solution to languishing and to differentiate Berocca from what other multivitamins in the market are doing. Our task was to drive relevance and consideration for Berocca as the go-to energy provider for one’s day-to-day tasks by highlighting the key benefits of the product: supporting physical energy and enhancing mental sharpness. The objectives were to educate the market on Berocca’s superior benefits, drive talkability and engagement, and lead to conversion by signing up as a member of the Berocca community – sampling initiatives and sales were available on the microsite. Furthermore, the intent was clear – to re-energize the younger demographic of millennials and gen zs and become relevant in the moments they need energy and focus the most.

Describe the creative idea (20% of vote)

We created the Berocca Supercharged Squad – a community-centric initiative that helped people who felt a lack of control, focus, and energy to be inspired to make a comeback and take action for their day. With Berocca being the multivitamin that could help people with energy and mental sharpness, anyone could take charge of their day. Overall, the message was to connect, energise, and reboot one’s positive energy with the Berocca Supercharged Squad. And to bring the message to life, we created experiences and touchpoints to attract the target market to try Berocca and join the community. To be inclusive, we curated the activities to cater to different interests and lifestyles, and these concepts and events hinged onto moments where Filipinos needed energy and focus the most: moments in the workplace and study (grind), moments for self-care and recreation (recharge), and moments related to health and fitness (boost).

Describe the strategy (20% of vote)

The idea latches on to the human truth that even if you have no control of external events, especially the challenges the pandemic has brought upon, you can still harness your energy and focus on things that are within your control - you can make a comeback. And in order to do this, we created one big community on digital where people can be supercharged - together. After establishing the Berocca Supercharged Squad, weekly activities and incentives were placed to keep everyone in the group to be supercharged with Berocca as they recharge and destress, grind at work, and boost through exercise.

Describe the execution (30% of vote)

The campaign centered on the Berocca Supercharged Squad, an online community with a hub accessible through Berocca’s microsite. The community hub housed various content, experiences, and activities to keep the members engaged. Activities included rewards, freebies, access to insightful podcasts, and online classes and workshops in collaboration with local brands, organizations, and creatives. Moreover, there were efforts to keep members engaged through weekly challenges and incentives. In terms of media placements, a launch event on Facebook kickstarted the campaign to introduce the Berocca Supercharged Squad and teaser materials showcasing the benefits of joining the community and a digital video were published. This was amplified by key opinion leaders across ecosystems: productivity, fitness, and self-care spaces to communicate to their micro-communities. Lastly, the campaign was announced and shared online through blogs and publications to drive awareness and recruit the target audience to sign up as a member of the Berocca community.

List the results (30% of vote)

The campaign totaled more than 150 key opinion leaders and lifestyle partners with a growing community of 9,327 members. It ranked No. 1 in social mentions and garnered 4x Social Actions vs PY. In terms of PR alone, the campaign generated PHP 73,261,517 PR value. In 2021, Berocca was able to generate sales worth PHP 939,000,000, a significant increase of 57% from the previous year. To add, there was a 6% increase in brand health tracking, as well. Specific to the target market, there was a 12% increase in trial among millennials coupled alongside an 8% increase in word of mouth recommendations. This is evident in the increase in market share from 5% to 8.5% in total Philippines. As a brand, Berocca was able to rise in the ranks of Top 2 MV in Greater Manila Area and Top 5 Adult Multivitamins in the PH (within the campaign duration).