Pejoy biscuits are made by renowned Japanese confectionery brand, Glico, and are available in a variety of flavors. Its chocolate and cream-filled range is highly popular and loved by Indonesians owing to their indulgent nature.
““In a snack market as competitive as Indonesia, capturing consumer interest in no easy feat, let alone driving in-store purchases. But our online-to-offline campaign with InMobi and Glance made it possible for us to reach the right audience and facilitate seamless user journey on mobile. We are thrilled to see how this campaign has helped us appeal to the female demographic in Indonesia.”
Gorby Santosa
Brand Manager
Indonesians love sweet treats which fuels the country’s vibrant and fiercely competitive snack food market. In this crowded space, Pejoy aimed to stand out and satisfy Indonesians’ sweet cravings. The goal was clear: elevate brand awareness, entice consumers to try their products, and boost purchase intent.
Studies have shown that women are more inclined to have a craving for something sweet compared to men. Pejoy seized this insight to create a campaign that would resonate with this key demographic. The brand wanted to not only reach Indonesian women when they were having a sweet craving but also fuel purchase intent and make them try Pejoy products offline.
Teaming up with InMobi, Glance, and Wavemaker, Pejoy launched an innovative online-to-offline campaign targeting Indonesian women on mobile.
Take a look below to see how the experience took shape.
#1: Targeting the right audience segments among Indonesian women
While identifying women as a key demographic was the first step, Pejoy wanted to ensure the campaign reached Indonesian women who were more likely to enjoy and purchase a sweet snack. Using InMobi Audiences, the brand targeted women aged 25 to 44 interested in categories such as Food and Beverages, Snacks, Online Shopping, Cookies, and Chocolates.
#2: A delectable deal on the smart lock screen
To inspire immediate action, Pejoy leveraged the very first touchpoint of mobile, the Glance smart lock screen. The brand showcased optimized ads on the smart lock screen and feed, appealing to Indonesians as soon as they picked up their phones. Pejoy greeted them on the smart lock screen with an unmissable opportunity: a 50% discount coupon awaiting them with just a single tap. The brand orchestrated a sense of urgency with visuals featuring a ticking clock, signaling the limited period of this exclusive deal. Additionally, the brand leveraged contextual messaging on special days such as Valentine’s Day with relevant visuals.
#3: Seamless journey towards coupon generation
With a single tap on the compelling call-to-action “Take”, Pejoy led its audience on a seamless journey towards claiming the voucher. The brand took the viewer to the LetsbuyAsia homepage, where all they had to do was select their desired product, pick their preferred convenience store or vendor outlet, and verify their identity through mobile number authentication.
#4: Effortless transition from online to in-store redemption
After completing identity verification, the viewer could claim the generated coupon code. Through personalized coupon codes, Pejoy ensured consumers seamlessly transitioned from the digital realm to the physical world. With the promise of convenience, the coupon beckoned redemption at nearby Alfamart or Indomaret convenience stores, ensuring a smooth online-to-offline experience.
#5: Social media amplification and retargeting for added impact
The brand strategically retargeted those who had claimed their coupons, by gently nudging them towards redeeming the coupon. Leveraging the power of social media, Pejoy expanded its reach through engaging giveaways and influencer collaborations, fostering a deeper connection with the target audience and maximizing campaign impact.
This strategic approach ensured that Pejoy's sweet offerings reached the right audience at the right time, driving engagement and delight both online and offline.
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