Why is this work relevant for Media?

CDR is bringing up the issue on what are the expectations for women who must stay strong for themselves and their families while they are entering the age of 30. CDR used social and digital platforms to initiate conversations, sharing individual experiences, empower women to share their strength and be proud of them as they enter their 30s.

Background

Indonesian consumers exhibit problem solving behavioral patterns rather than a preventative one. Young adult Indonesians generally believe that bone strength deterioration is not a problem for now. Contrary to popular belief, bone mass density starts deteriorating at the age of 30 on women. This gap in awareness has resulted in women neglecting caring for their bone strength as they enter their 30s. This background came up from 3 pillars: • Local insight: Young Indonesian women entering their 30s neglect caring for their bone strength because they do not see it as problem that affects them now. • Science: Bone density decreases after 30 years old, especially in women. CDR with synergy formula contains Calcium, Vitamin D, Vitamin C and B6 to keep bones strong and healthy. • Right moment: There is an urgency for women in their 30s to care for their bone strength. If not now, then when?

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

#Unbreakable30 is the backbone of our communication. It combines two key elements: Number 30 to highlight the age when bone mass density starts declining, and Unbreakable as CDR’s functional benefit for bone strength. Anchoring our campaign in the number 30, we gave a visual representation to an unseen problem like bone strength.

Describe the strategy (20% of vote)

Rolled 2 campaigns: • #30HariBerbagiKekuatan (30 Days of Sharing Strength): During Ramadan, Muslim women are the center of strength for their loved ones and community. This campaign encourages women to share strength with their loved ones by gifting CDR. o Sharing their strength during Ramadan, the importance of having strong bones that enables women to do good deeds o Empower women to share their strength with others through digital channel o Maximize conversion on eCommerce platform by emphasizing the culture of sharing during Ramadan. • #BanggaKepala3 (Proud to be 30): Women entering 30s faces social and cultural expectations. CDR encouraged women to embrace their 30s with pride by activating their inner strength and celebrating the milestone. o Raising awareness to be proud entering their 30s. o Initiating conversation regarding the topic by sharing individual experience in social media o Maximizing sales by adding value through merchandising, partnership and product bundling

Describe the execution (20% of vote)

Bringing up the issue to the surface by distributing video assets in mass reaching media platforms. CDR also spotlighted multiples roles women adopt in their personal and professional lives that demands exceptional strength through a 4-minute social experiment video featuring three women in their 30s. CDR is the first healthcare brand that has the highest number of conversations on Twitter. CDR raised the issue on Twitter by inviting women’s perspectives using the hashtag #Kepala3, a negative term for someone in her 30s. Instead, CDR introduced it as #BanggaKepala3, where “Bangga” means proud or pride. Premium visibility on Shopee (Indonesia’s top ecommerce) with the launch of CDR brand ambassador with exclusive packaging. Partnership with Raisa, CDR BA in the form of a discount to purchase CDR on ecommerce. Product was also bundled with relevant products to drive more purchases.

List the results (30% of vote)

Maintaining leadership in calcium supplementation as #1 Brand with 11.8% brand power (43% above category) Catch: Accumulative reach: 95% • 2x higher CR • Best in Class YT ad Recall at 2.9% (BM 2%) Connect: #1 Health Care brand with the highest conversation on Twitter • 2x higher engagement (11.46% vs 5.46%) • CTR: 4% vs 2% target Convert: #1 most sold supplement on Shopee, • 10k CDR strips delivered • 62% new trial/users from total CDR Ramadan box sold • 3x Conversion rate vs. BAU • 4.9 Rating and review Traffic: traffic uplift 20x higher • +6000% pageviews vs BAU • +1100% unique visitor/month • +1700% new customers/month • 60% media efficiency 2.3 lower VS benchmark Conversion: • 49x revenue • 43x add to cart • +134% conversion rate • +15% average selling price Retention: winning customers with relevant integrated campaign • +400K customers • +736% repeat buyer