#memangOHSEM campaign

In Malaysia

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THE CHALLENGE

Dutch Lady identified 'tweens' (8-12 year-old pre-adolescents) as household influencers for its Purefarm 200ml product. While Dutch Lady is the milk beverage of choice for moms, it isn't a relevant or top of mind brand for tweens, who are a difficult segment to catch, being too young for Facebook and Google targeting.

OUR APPROACH

We built #memangOHSEM, a social ecosystem designed to get the attention of tweens, supported by the influencers they were likely to listen to – tween/teen KOLs.

Organic postings through Instagram via @dutchladymy and KOL postings sought to drive engagement with tweens, while Facebook postings encouraged product redemption from parents both online and via roadshows, where Facebook Live was also utilised.

THE RESULTS

+600

Non-incentivised user-generated submissions

+97%

Positive campaign mentions

10.5k

Increase in fan base

+50.4k

Organic reach on Instagram

With the primary goal of building a community among tweens, the campaign achieved milestones across various metrics such as +600 non-incentivised user-generated submissions, +97% positive campaign mentions, well over 10.5k increase in the fan base, and +50.4k organic reach on Instagram.