From the house of the Indofood CBP Group, an established player in the Indonesian consumable goods sector, Indofood Syrup Freiss is an Indonesian brand that prides itself on making syrups with fresh fruits, real sugar, and the goodness of honey.
““InMobi helped us create a unique campaign fitting for our first-of-its-kind packaging for Freiss. The team truly aided us in adding festive joy to Indonesians with a refreshing solution.”
Sri Pur
National Sales & Group Product Manager, Indofood Syrup Freiss
It is well known that Indonesians enjoy breaking their Ramadan fasts with something sweet. Syrups are a great choice for preparing such dishes and are widely used in the country during the festive month of Ramadan. Therefore, the purchase intent is also high for this category. However, there is one problem that exists with syrups – frequent spillage after the first use. That’s a problem that Indofood Syrup Freiss was ready to solve around Ramadan 2023 with the launch of its brand-new packaging with its industry-first auto-lock technology. The brand now had to give this revolutionary packaging a grand launch. However, Freiss was still facing tough competition from the market leader. Therefore, Freiss had to not only drive awareness for its brand-new packaging but also attract loyalists of competitor brands and encourage them to buy a pack of Freiss.
Freiss matched this first-of-its-kind packaging with a first-of-its-kind campaign – as carefully curated as a special three-course meal. The brand worked with I-DAC, Glance, and InMobi to serve Indonesians a unique experience with fresh ingredients.
#1 – The appetizer: A live cooking stream right before fast-breaking and phone-unlocking
Enticing Indonesians when they were about to break a fast even before they unlocked their phones, the brand partnered with a food influencer from Masak TV, reaching Indonesians with a live stream in Bahasa on Glance. The live stream had the influencer preparing mouthwatering festive dishes using Freiss. It took care to showcase the three USPs of the packaging: “Easy to pour”, “Closes immediately”, and “Spill-proof” packaging.
#2 – The main course: A wholesome dose of snackable content
The brand retargeted the viewers of the live stream with visually appealing banners and 15-second videos that led to a sampling campaign powered by Grivy.
#3 – The dessert: A sampling experience with divine deals
Of course, a festive offer was on the table! Being lovers of great deals, Indonesians were delighted to see Freiss offering them an unbelievable 40% discount coupon. This led to a notable increase in interest and coupon claims.
Creative Experience 1
Indofood Syrup Freiss’s secret to success was an intelligent and innovative campaign that appealed to Indonesians’ appetite for good food and great deals. This was evident in how most coupon redemptions happened on the same day or the next. Not only was the brand able to drive awareness around its packaging, but it was also successful in inviting buyers of competitor brands to try Freiss, increasing its customer base. Isn’t that the biggest result for a brand?
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