After a year of battling the COVID-19 virus, Redoxon saw a gradual decline in vitamin consumption in 2021 among pandemic weary Indonesians. To educate Indonesians about the importance of boosting their immunity especially amidst an uncertain pandemic situation, Redoxon launched a campaign to remind them not to let their guard down and to stay vigilant against COVID-19 by taking Redoxon to boost their immunity. The successful campaign was so well received that it managed to clinch the gold award for Best Newsjacking or Real Time Response and was a finalist of Best Social Brand Launch at MARKETING-INTERACTIVE’s Hashtag Asia 2021 Awards.
Despite the ongoing pandemic situation, Indonesians were starting to experience pandemic fatigue and were no longer receptive to the endless healthcare warnings and health product recommendations. The fear of COVID-19 also tapered off as Indonesians saw living with the virus as the new normal. Redoxon faced the challenge of motivating its target audience to continue boosting their immunity through the consumption of Redoxon’s vitamin supplements.
To address this challenge, Redoxon developed a year-long campaign that was flexible and could be adapted to leverage multiple events throughout the year. The campaign revolved around three main pillars:
1. Local insight – complacency in routinely boosting immunity levels due to the improvement of the pandemic
2. Science – Redoxon Triple Action formula is proven to boost immunity
3. “Right Moments” – Even with the pandemic becoming the New Normal, there were still immunity-demanding moments such as Ramadan when an additional immunity boost was necessary for good health
With these three pillars in mind, Redoxon's strategic approach is to ensure high brand visibility and maintain message consistency across audience-preferred channels. The campaign aims to:
1. Engage target audience through social media platforms and KOLs.
Redoxon aimed to spark a national social movement that called on Indonesians to not let their guard down during the second wave of COVID-19 by running its campaign on TikTok and collaborating with KOLs and brand ambassador, actress and singer-songwriter, Maudy Ayunda, to amplify the campaign message.
2. Educate through informative content
Redoxon aimed to collaborate with the Ministry of Health to educate Indonesians about COVID-19 and the importance of immunity while curbing and combating misinformation that may lead to false beliefs about immunity protection among Indonesians.
3. Drive sales by adding value through relevant merchandising partnership and product bundling.
Redoxon aimed to capitalise on special online shopping occasions such as Ramadan t-Bazaar, and TikTok shop to increase purchase. In addition, the company partnered with various brands to offer a Ramadan packaging and product bundling to attract customers. Lastly, Redoxon leveraged livestream online shopping platforms such as Shopee Live to trigger impulse purchases.
Redoxon’s campaign was carried out in three phases.
1. Catch Phase: To maximise reach to heighten awareness about not becoming complacent about immunity.
This included organising a webinar with representatives from the Ministry of Health that generated PR coverage across digital, TV and print media channels. Redoxon also used national TV built-ins to bring across the campaign message. Public curiosity was triggered through the use of social media stunts by brand ambassador Maudy Ayunda and other KOLs.
2. Connect Phase: To educate the audience on the efficacy of Redoxon triple Action formula in maintaining immunity in the current pandemic situation.
The team launched a TikTok Hashtag Challenge to engage audience with virtual filters to highlight the product while spreading the reminder to maintain immunity. Activities on TikTok included weekly winners as well as a live Ramadan E-bazaar.
On Instagram, the team launched a social movement with brand ambassador Maudy Ayunda delivering the “Janji” song. Indonesians were invited to create remixes of the song and when a total of 1,000 remixes were created, 10,000 Redoxon tablets would be donated to communities in need.
Lastly, social media content consisting of animations depicting situations of complacency was created to create more online traffic.
3. Convert Phase: To drive sales by adding value through relevant partnerships and bundling.
The team launched exclusive Ramadan packaging for the Ramadan E-Bazaar and created product bundling relevant to customers’ purchases. Redoxon also launched a Review and Win activity to garner positive reviews and high ratings for the product on Shopee.
The campaign achieved significant results that exceeded expectations. Redoxon’s campaign activities achieved more than 6.2 billion views on TikTok and Redoxon was the most popular vitamin supplement on Shopee. The company was also to retain more than 400,000 customers with a 736% increase in repeat purchases. Redoxon continues to attract 1,700 new customers a month after the campaign.
Photo courtesy: Shutterstock
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