#MobExAwards highlight: How Redoxon tapped food delivery to drive penetration among Malays

Bayer Malaysia's Redoxon is a water-soluble vitamin C that helps to keep the body's immune system strong and healthy. According to a Nielsen Retail Audit done in 2017, 2018, and 2019, vitamin consumption is low during the fasting month of Ramadan. During Ramadan, Muslims are required to fast everyday from dawn to sunset. Citing medical evidence, Bayer said fasting 14 hours a day for 30 days impacts the body's micronutrient supplementation needs. Hence, it saw an opportunity to increase vitamin consumption among Malay consumers. This led Bayer to create a campaign for Redoxon to boost immunity among consumers during the lockdown. Done in collaboration with MediaCom Malaysia, the campaign won bronze for Best Use of Mobile - Consumer Goods at MARKETING-INTERACTIVE's recent MobEx Awards 2020.

Challenge

The initial plan for its 2020 Ramadan campaign was to deploy branded roving trucks at locations with Malay consumers, such as Ramadan bazaars. However, due to the COVID-19 pandemic and Movement Control Order (MCO) enforced in March, Ramadan bazaars were prohibited. As such, Bayer only had one month to readjust its campaign plans for Redoxon to conduct wet sampling without on-ground activation. Hence, the team worked to identify an online platform that supports wet sampling to drive trials and increase penetration among Malay consumers.

Strategy

At the start of the MCO, Bayer tracked the increase in time spent on mobile (+23%), eCommerce (+32%), and food delivery services (+30%). In order to shift wet sampling from roving trucks to people's homes during lockdown, the team said it developed an integrated online-to-offline-to-online journey which enabled it to activate wet sampling and capture sales. Food delivery sercvice was a relevant platform as the association with food was a reminder for consumers to eat healthy and consumer proper nutrients.

Cloud service kitchen dahmakan was identified as the food delivery service as it appeals to health conscious consumers. According to Bayer, dahmakan "perfectly matches" the Redoxon message of reminding consumers to increase body immunity strength and stay healthy. As such, a partnership with dahmakan was established to distribute complimentary Redoxon with every meal order to their customers.

Execution

Bayer's online-to-offline-to-online journey must fulfill two criteria - wet sampling and capture sales. The journey began on dahmakan's mobile app and website, with sample sachets of Redoxon being packed together with every meal ordered. Dahmakan users at home received their meals together with a Redoxon sachet and leaflet with relevant content for the right moment. For example, before Ramadan, users will receive tips to remain healthy while staying at home. During Ramadan, users will receive leaflets with science on dehydration during fasting and tips for staying healthy. The leaflets were also embedded with QR codes for dahmakan users to easily scan the code. Thereafter, they will be directed to Redoxon's Lazada and Shopee estores to purchase online and complete the consumer shopping journey.

Results

At the end of the two-month campaign, Bayer witnessed 48,000 Redoxon sachets sampled, and a 203% surge in search interest for Redoxon pre-Ramadan. During Ramadan, it saw a 71% increase in search interest for Redoxon. There was also a 15% jump in eCommerce traffic compared to a month before the campaign was laughed. At the same time, Bayer also generated a 29% increase in sales compared to last year's Ramadan.