Contextual Marketing in Southeast Asia: Making VIT as the first choice of hydration during Ramadan in Indonesia
By Iris Peng
CHINESE VERSION HERE
The region’s huge demographic dividend, sustained GDP growth, middle class-driven consumption momentum, and the development of digital economies lead to highly anticipated business opportunities, especially with the rise of the mobile social network.
According to a Taiwanese company’s cross-border key report (2019) on Google, Internet users in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam totalled more than 350 million households in June 2019; which is 90 million more than 2015. More importantly, more than 90% of users accessed the Internet through mobile devices. This has contributed to contextual marketing gaining traction in the digital world.
This has positively affected the number of active users in e-commerce from just 49 million in 2015 to 120 million in 2018. Hence, digital marketing plays an important role in market competition and is changing the consumption habits and lives of people in Southeast Asia.
Below is an example of contextual marketing in Indonesia which Lion & Lion was a part of.
Firstly, what is contextual marketing?
Contextual marketing is an online and mobile marketing model that provides targeted advertising based on a users recent browsing behaviour or search terms on search engines. Contextual marketing is often applied during big festivities and large events.
To create effective contextual marketing, one of the most critical components is the timeliness of the content, so that the information stays relevant. This can be done by understanding and connecting to the consumer’s behaviour. Think about what voice, tone and content will resonate with them.
Take this example below when a brand can primarily trigger interaction with consumers in Hong Kong:
However, contextual marketing also comes with its own challenges. Many brands want to interact with consumers, but how can they breakthrough, and ignite a key moment of sparking with consumers? The answer is through understanding the true intentions of the consumer. How? Through the use of search engines.
Search engines provide all the data needed to understand consumer behaviour and patterns.
A good example of contextual marketing is Lion & Lion in Indonesia’s Ramadan campaign for a mineral water brand in Indonesia.
Indonesia has the world’s most populous Muslim majority country, with 85% of its people subscribing to Islam. During the ninth month of the Islamic calendar known as Ramadan, Muslims around the world are expected to fast, meaning they are forbidden from eating or drinking from sunrise to sunset.
Maintaining adequate hydration before and after breaking of fast is, therefore, a challenge, and Vit Mineral water (Danone Group) took this chance to push its 220ml cups as the first choice of hydration for consumers aged 20 to 29.
Interestingly, although food and entertainment are not encouraged during Ramadan, the search for these two topics on search engines were higher than usual. The Ramadan dialogue kicked-off two weeks before the fasting period – This is a good window to tease brand announcements and establish relevance, build reach and engagement. The awareness continued for two weeks after Eid al-Fitr; (as Indonesians are still catching up on post-Ramadan sharing) with family, food and beverage as trending topics.
The age range of 20-29 is an important transition stage for this group, as they are in various stages of their life journey and manage daily life juggling university, marriage, work, and also an active social life. During Ramadan, social gatherings increase greatly for the targeted group of Indonesians, and Lion & Lion was tasked to reduce the burden that such social gatherings can bring. The campaign Lepasin Aja, which translates to Keep it Light! was then proposed and successfully launched for the client.
Phase 1 – The Teaser
“Ramadan is about us repressing (menahan) our negative emotions, but at the same time, the demands of daily life continues to be overwhelming. We know that we will somehow need to deal with daily life demands that overwhelm us. We are not alone, most Indonesians handle similar situations, and we can find the answer together! Keep It Light! Stay awake and bright during Ramadan. Vit gives you a break (TahanTahan) to make you feel relaxed and able to continue with you one day at a time.”
Phase 2 – The Competition
Instagram was then identified as the right platform to create social engagement activities, and consumers were asked to share their personal experiences on managing their “overwhelming” moments and Lepasin Aja.
Three films were created to describe three ‘’annoying’’ situations for consumer to get inspired and relate to:
- On the way to breaking fast
- Reunions with friends
- Family gatherings
Phase 3 – The Announcement of winners
A story template was created on IG for consumers to interact with the brand by sharing their own personal #TahanTahan stories, and the winning experiences were generated onto the cover of the 220ml cup with an image and one-liner describing the situation.
The campaign was a success, and generated double-digit sales growth, with exceeded KPIs and a sales increase of 14% during Ramadan:
Impression – 231%,
Engagement – 155%
Followers – 117
The examples above clearly show how simple yet cost effective contextual marketing can be to establish your brand, generate interest, and gain more customers with your target market. At its core, contextual marketing simply requires good data and the ability to use it in the right context with the right people at the right time, through the right channel.
We welcome enquiries from businesses looking to develop impactful, strategic and data-driven digital marketing across Asia. Get in touch with us!
Iris Peng, Managing Director, Lion & Lion Taiwan
M: +886 928-628-328
O: +886 2 2772-0609