Why is this work relevant for Social & Influencer?

Cimory is an Indonesian yogurt and milk brand that used to rely on offsite activation to build rapport with their audience. To promote themselves through Covid-19, they went mobile-first, building themselves into the local vernacular through clever wordplay, then reaching peak relevance by choosing to work with diverse set of influencers on TikTok to make their new milk variants a part of popular content among young people. With these KOLs, they also engaged through gamification and challenges, helping to spin Cimory to young Indonesians in fresh new ways.

Background

In a market dominated by sweet drinks and sodas, Indonesian yogurt and milk brand Cimory wanted to cut through the clutter with new milk variants (Hazelnut, Cashew, and Almond). To stand out amongst competitors, Cimory sought a non-traditional way of reaching their audience to make milk relevant to their lives. As offline activation wasn't an option during Covid-19, Cimory wanted to harness the power of social media and influencers to: 1. Increase brand awareness on their newly launched variant milk products 2. Expand their target market by engaging a new audience

Describe the creative idea (30% of vote)

Big Idea: To elevate Cimory's relevance to trending conversations across social media, we incorporated clever wordplay into the campaign line. The #CucokCucuCimory campaign was created – Cucok meaning 'fit', and Cucok Cucu Cimory meaning, 'I fit you'. Making Cimory relevant no matter what the topic, interest, and content. This catchy phrase played on common colloquial usage by their target audience, and fit seamlessly into the lives and content of their users. The campaign launched with a diverse set of KOLs on TikTok across topic categories – young adults that boasted high engagement with average followings of 1 million users. Allowing Cimory to dominate trending conversations across the platform.

Describe the strategy (20% of vote)

As many of their target users were avid recipe and comedy content viewers, Cimory worked with diverse KOLs across topic categories. This allowed them to reach different affinities and invite participation from a wide range of users. Cimory's data showed adults had more beverages to choose from (alcoholic, soda, etc). Young adults showed higher probability of driving milk sales, as they are: 1. More likely to be open to exploring new and unique flavors that are indulgent (premium) 2. More likely to consume a 250ml sized drink as opposed to children To reach this audience, Cimory launched on TikTok, which has a growing audience across SEA (85% YOY growth). TikTok's full-audio and vertical video content environment offered an immersive experience for users to participate.

Describe the execution (20% of vote)

Cimory went mobile-first via TikTok to provide an innovative brand experience. Cimory dominated trending conversations with ~30 TikTok creators, spurring creativity through sharing fun recipe videos to tips and tricks of using Cimory milk products – showcasing Cimory in a fresh, entertaining manner. With diverse KOLs, Cimory launched TikTok Hashtag Challenges for #CucokCucuCimory. Each challenge conveyed flavour, farm freshness and premium ingredients, and emphasized how 'cucok' (fitting) Cimory products are for their audience's lifestyles. Including an original and groovy music score that allowed for easy discovery, recall, and participation. Cimory tapped into TikTok's gamified AR experience and created three Branded Effects (a virtual effect activated through different hand gestures) to encourage up to 3 video submissions per user. Cimory tapped into Brand Takeover ads on TikTok which is the first video content users see when they open the app. This guaranteed more than 75% impression from TikTok users.

List the results (30% of vote)

Engagement was 4x the expected amount, with more than 8.6 billion views, 416 million total engagements and 2.3 million user videos being submitted to the campaign. Cimory saw a 30% increase in sales of their total UHT (Ultra High Temperture) milk products. While they did run this campaign on other platforms like organic posts on other social media, Cimory's primary amplification was on TikTok due to its strong audience base and special engagement capabilities. Cimory saw a 3X return on investment from this campaign, proving that it drove not only upper funnel impact but also lower level business results. This was the first campaign to exceed Kantar's FMCG BLS (Brand Lift Survey) benchmarks as it drove a +4.7% in brand awareness (vs. +3.1% benchmark) and a whopping +18.9% in ad recall (vs. +6.8% benchmark) making the milk product top of mind.