Bear Brand’s mobile journey to drive 'Good intentions' Niat Murni

Powdered milk drink Bear Brand used a mobile-optimised, digital and on-ground strategy based on the idea of 'pure intentions' to appeal to millennials in Indonesia during Ramadan.

Campaign details

Brand: Nestlé / Bear BrandLead agency: InMobi Country: Indonesia

Strategy

Objective

Our business challenge was to fight the share of throat in a heavily contested Ramadhan period from various beverage options available.

So need of the hour is to be:

  1. Awareness: Top of mind awareness and maintain retention through video content
  2. Engagement: Drive strong traffic to events near Mosques to engage with Bear Brand activation
  3. Purchase: Finally drive footfall traffic to mini marts to Influence purchase Bear Brand as choice of beverage 


A complete journey from awareness, engagement and...

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