Why is this work relevant for Social & Influencer?

Moms tend to try product with well informed decision that she gets references from friends, KOL, family and ecommerce visibility on product reason to believe, promo and review. Bayer launched dermatology products on Tokopedia by integrating of marketing, commercial, and tech-enabler support. Collaborated with influencers to convince audiences to buy the dermatology products.

Background

Low awareness on Tokopedia for Bepanthen and Canesfresh product impacted to low product visit and low conversion. This campaign was built through 3 pillars: • Local insight  Moms tend to try product with well informed decision that she gets references from friends, KOL, family and ecommerce visibility on product reason to believe, promo and review • Science  Guided by the purpose, Bayer contribute to a world in which people can take care of their own health more effectively as the company with a vision “Health for All, Hunger for None”. • Right moment  Providing best and original health products and knowledge and information to support quality of life. Therefore, this campaign has objective to get mother and baby audiences to try Bepanthen and Canesfresh for family health solution by developing high visibility and integrated educational content and promotions.

Describe the creative idea (30% of vote)

GO TO MARKET STRATEGY: Launched Dermatology Products on Tokopedia by integrating of marketing, commercial, and tech-enabler support. Derm e-Bazaar was tailored with Launching New products exclusively on Tokopedia that is aligned with Bayer vision. 1st dedicated campaign with premium visibility for Dermatology products.

Describe the strategy (20% of vote)

Create end to end funnel from awareness through conversion. Catch  Use prominent visibility as in-platform assets to drive more traffic and boost the awareness to increase potential shoppers. Connect  Engage with consumers through Mega KOL on out platform and Live Stream with KOL on Tokopedia. Convert  Optimize conversion through livestream with high-tier KOL, voucher collection Tap Tap, and dedicated landing page and limited offer promotions. Also, channel marketing and commercial integration through 4P that focus on Tokopedia: Product  Launch exclusive SKU Bepanthen and Canesfresh, cross product promotion to boost awareness, cross relevant category promotion to increase new trials. Place  Prominent visibility from homepage to category dedicated banner for derms. Promotion  exclusive discount and cashback, exclusive gift with purchase, limited time deals, buy 1 get 1, free delivery. People  custom audiences targeting and influencers marketing.

Describe the execution (20% of vote)

Derm e-Bazaar was tailored with Launching New products exclusively on Tokopedia that is aligned with Bayer vision. 1st dedicated campaign with premium visibility for Dermatology products. It translated to in-platforms visibility to get new trial consumers to purchase Dermatology products for family health solution. Create end to end funnel from awareness through conversion. Catch  Use prominent visibility as in-platform assets to drive more traffic and boost the awareness to increase potential shoppers. Connect  Engage with consumers through Mega KOL on out platform and Live Stream with KOL on Tokopedia. Convert  Optimize conversion through livestream with high-tier KOL, voucher collection Tap Tap, and dedicated landing page and limited offer promotions. Utilize KOL, Referral program, and gamification in Tokopedia platform that drive consideration and purchase.

List the results (30% of vote)

• Traffic uplift 5x higher (+1000% page views vs BAU, +986% unique visitors/month, >50% new customers/month, 86% media efficiency 3x lower vs country benchmark). • Significant growth and increasing demand (+6x revenue, +385% orders, +117% conversion rate, +24% average selling price  3x growing faster vs health category growth. • Winning customers with relevant integrated campaign (+30K customers, +50% followers, +30% repeat buyer, 96.19% response rate, 4.9 rating, and 5000 reviews). • Successful collaborations contribute >50% new consumers every month until Nov 2021 (activity period). • >10x #orders uplift compare BAU period by efficient media targeting and prominent visibility. • Strategizing the attractive promotions, cashbacks, and vouchers on the right in-platform touchpoints with the custom audiences can help derm products has 8x ROAS. • Awareness increase 500% since launched GMV 5x uplift vs daily