Campaign details

Brand: Nutrilon
Brand owner: Danone
Lead agency: Havas Media
Contributing agencies: InMobi
Country: Indonesia
Industries: Baby food
Media channels: Mobile & apps, Online display, social media
Budget: Up to 500k

Executive Summary

In Jakarta, Nutrilon Royal is a baby formula product which struggles to persuade the consumers to try it out. Their target market is very niche, hence prior to their Price Reduction promotion campaign, they wanted to target and measure footfall to stores.

Mobile is the perfect vehicle for this kind of objective. We worked with our partner InMobi that could provide the geo-location targeting and footfall study to measure the campaign's effectiveness.

Using mobile geo-location targeting, we focused on locations frequented by potential customers (mums 20-34 with smartphones):

  • Women and children hospitals;
  • Nurseries;
  • Baby and toy stores (20 stores/retailers that the client listed in Jabotabek, Surabaya and Medan).