Category: Best Localised Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: VICKS THROAT DROPS
Agency: PUBLICIS SINGAPORE
Creative Director: Tom Erikson (Publicis Singapore)
Senior Art Director: Edwin Poh (Publicis Modem Singapore)
Senior Account Manager: Bianca Lam (Publicis Singapore)
General Manager: Earl Allan (Publicis Modem Singapore)
Project Manager: Edwin Khoo (Publicis Modem Singapore)
Digital Strategist: Camille Burdin (Publicis Singapore)
Regional Account Director: Rakesh Hinduja (Publicis Singapore)
Executive Creative Director: Ajay Vikram (Publicis Singapore)
General Manager: Ambba Kuthiala (Publicis Singapore)
Media placement: Facebook Page/App - Facebook App - 18 January 2012
Media placement: Social Ad Banners - Facebook Social Ads - 18 January 2012
Insights, Strategy & the Idea
Objective: The objective of the campaign was to drive awareness of Vicks Throat Drops in Indonesia. The challenge was to leverage on the global communication platform ‘Power of Voice’. Target Audience: Males/ Females 18-30. Having withdrawn from the market in 1996, the brand lacked presence in the market and most consumers had little or no awareness of the product. Insight: Indonesians in general are not outspoken and expressive. They don’t share their feelings in public. Social media changed that. Facebook provided an avenue for over 43 million Indonesians to open up and and truly express themselves. Relevance to Client and Target Audience: Facebook was a medium where the idea of Power of Voice genuinely lived and thrived. The idea and execution was attuned to our Target Audience’s existing Facebook habits and, unlike traditional media, it resonated powerfully with the medium.
Creative Execution
Creative Strategic Solution: The penetration of Facebook was high. The Vicks ‘Voice of Indonesia’ application provided an avenue for Indoensians to speak up in a safer parallel world. It encourged people to nominate their friends with powerful voices thereby encouraging more to speak up and express themselves. The mechanism was simple. Search through your newsfeed and pick the post you found particularly witty, inspiring, entertaining or moving. Fans were asked to nominate it, promote it, then vote it to the top. Every week, we celebrated the People’s choice and Vicks Choice winners. Channels: The campaign was hosted purely on Facebook. With a limited media budget, traffic was driven to the site soley through social ads and referrals.
Results and Effectiveness
After only a few weeks, we gave voice to a muted generation. With little seeding, the campaign spread virally through the Indonesian population. After 2 months: - Increased Vicks Indonesia fan base from 0 to 261,000 fans - Avg page Engagement stands at 15%, beating top Indonesian brand page Surfer Girl 1.5% - App accounted for approx 89% of total page views - Campaign reached intended target audience, though majority of fans are between 18-24 years