CDR: #Unbreakable30

CDR, a calcium supplement brand, launched a campaign in Indonesia to become the #1 brand, shift negative stigma of women being in their 30s, initiate conversations, and leverage increased product interest to translate to traffic and sales lift.

Campaign details

Brand: CDRAgency: Mediacom IndonesiaRegion: APAC

Strategy

Objective

Combining local insight, science, and using the right moment, CDR aims to build a sense of urgency for women in their 30s to care for their bone strength. Local insight found that young Indonesian women is neglecting their bone health, while the science says at age 30, bone health and bone density starts deteriorating, especially for women. Therefore, the brand wants to build an urgency among women in Indonesia that now is the right moment to start caring for their bone health. If not now, then...

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