#AsiaeCommerceAwards 2021 highlight: CDR speaks up against stigma of Indonesian women in their 30s

As Indonesia’s leading calcium supplement brand, CDR wanted to expand the calcium supplement category to help women maintain bone health. Working with Mediacom Indonesia, the #Unbreakable30 campaign was launched to create a sense of urgency among Indonesian women in their 30s to start caring about their bone health. The campaign was so successful in engaging its key audience that the team won gold for Best eCommerce Campaign – Content Marketing and was a finalist for Best in eCommerce (Brands) – Baby, Personal Care & Home Products at MARKETING-INTERACTIVE’s Asia eCommerce Awards 2021.

Challenge

Through research, CDR found that Indonesian consumers tend to exhibit problem solving behavioural patterns rather than focus on preventative measures. This attitude has led to young Indonesian adults believing that bone health deterioration was not an issue that they needed to deal with when in fact, bone mass density starts deteriorating from the age of 30, especially for women. CDR’s main challenge was to address this gap in awareness and alter the current attitudes that women in their 30s have regarding bone health.

Solution

Creative theme

To build a sense of urgency for women in their 30s to start caring about their bone health, CDR decided on the theme of #Unbreakable30 as the backbone of its communication strategy. The strategy aimed to highlight the age when bone mass density started declining and CDR’s functional benefit for bone strength. 

CDR’s core message was rolled out across two campaigns: 

1. #30daysOfSharingStrength

This campaign leveraged on Ramadan, a festival for sharing and performing good deeds. During the 30 days of Ramadan, Muslim women played a central pillar of strength for their loved ones and community. The campaign aimed to encourage women to share strength with their loved ones through the gift of CDR’s calcium supplements. 

2. #ProudToBe30

With the insight that women entering their 30s often faced social stigma and cultural expectations, this campaign encourage Indonesian women to embrace their 30s with pride by drawing on their inner strength and to celebrate the cultural milestone of entering this age group. Both campaigns followed a three-phase lifecycle to effectively maximise engagement and conversion. 

Execution

1. #30daysOfSharingStrength

Catch phase:

To maximise awareness of sharing strength during Ramadan and the importance of having strong bones to be able to do good deeds, CDR leveraged on the use of brand ambassadors as well as a video distributed across various media channels such as Instagram and Facebook to spread the campaign’s key message.

Connect phase: 

Through the use of Instagram and KOLs, women were encouraged to share stories of strength with others with digital journal templates, visualised inspirational quotes and customised filters.

Convert phase: 

The campaign aimed to maximise conversion to trial and sales on eCommerce platform Shopee by emphasising the Indonesian ethos of sharing during the Ramadan season. This was achieved through the launch of the “30 days Sharing and Stronger live shopping marathon” held on Shopee and hosted by 30 different KOLs. 

2. #ProudToBe30

Catch phrase: 

To bring up the social stigma and cultural expectations faced by women in their 30s, a video was first created and placed across several mass reaching media platforms. The video cast the spotlight on the multiple roles women have to adopt in both their personal and professional lives. 

A four-minute social experiment video was also created featuring three women in their 30s. The women included a career-oriented single, a dedicated housewife and a working mother. These women were shown exhibitions of their day-to-day moments of strength and were surprised by their loved ones at the end of the video. 

Connect phase:

Carried out mainly on Twitter and Instagram, Indonesian women were encouraged to challenge to social stigma and cultural expectations associated with entering their 30s. the team worked with three strong inspirational influencers who shared their insecurities about being in their 30s and how they found strength to be proud of their age. This was done through CDR 30 Talks, an Instagram Live content series. The audience was encouraged to share their perspectives on social media as well. 

Convert phase: 

To drive sales, the team added value to the product through merchandising, partnerships and product bundling. On Shopee, the team launched the CDR Ambassador exclusive package to gain premium visibility. Discounts were also offered as part of a birthday surprise from Raisa, a CDR brand ambassador. Lastly, CDR products were bundled with other products that were relevant to CDR shoppers. 

Results

The campaigns were a massive success. The team achieved significant engagement rates and positive sentiments from its audience as was the top most sold supplement on Shopee. Ultimately, CDR was able to convey to its audience the need to take care of their bone health in their 30s and to take a preventative approach by consuming CDR calcium supplements.