DANONE INDONESIA BEBELAC BEBEHERO – HI5 PARTNERSHIP
REINVIGORATE BEBELAC’S ‘GROW THEM GREAT’ PLATFORM WITH A NEW WAVE OF ‘BEBEHERO’ PROGRAM OBJECTIVES: Building on success of Bebelac’s ‘Grow Them Great’ initiative and BebeHero movement, the brand wanted new ways to excite & engage moms and kids: 1. reinforce commitment to help moms grow great kids and celebrate the greatness of these little heroes 2. continue to boost Bebelac’s reputation in nurturing a well-rounded new generation (smart and caring)
DRIVEN BY INTEGRATED CONNECTION STRATEGY
BEBEHERO SUPPORT
BRAND SUPPORT
STRATEGY: Two prong strategy to support Bebelac and BebeHero ENABLE: tell story of Bebelac superiority and brand/product proposition to help moms grow great kids to drive awareness (Paid & Owned Touchpoints) SOCIAL: spread the Bebelac story across mom communities (Paid & Earned Touchpoints)
FAME: engage moms with what they love to do most – brag about their kids – through BebeHero. Give moms an opportunity to showcase their kids to the nation. Content Partnership is key to amplify this new wave of BebeHero, with a dedicated touchpoint ecosystem (OSEP Touchpoints)
LEVERAGE LIKE-MINDED BRAND PARTNERSHIP TO REFRESH BEBEHERO Bebelac joined forces with Hi-5, an Australian music group popular amongst kids 1-5 y.o., famous for catchy and educational songs and fun dances At the core of the partnership, we invited mums to record their toddler expressing their feelings to a family member, by performing Hi-5’s ever popular hit ‘L.O.V.E’ and submit to win the competition
ACTIVATING BEBEHERO ACROSS OSEP TOUCHPOINTS I N V I T E consumers to join the BebeHero L.O.V.E movement using Paid and Owned media
E N G A G E moms by fueling conversations through partnering with media, community and KOL
A M P L I F Y the results of the BebeHero Hi-5 Dance movement
Partnership TV Partnership integration with their Social Media assets Bloggers Community
FB Ads TVC Mall Event
Print Ad
Social ads (to drive submission) FB Ads
Trending Topic OB Van School Visit
Media Coverage
Submission
RESULTING IN REMARKABLE IMPACT ON SALES AND BRAND METRICS
Posting an important 9% uplift in Market Share vs. previous 3 months during BebeHero Hi-5 campaign And maxing out Brand Awareness with a 1% increase and a remarkable 16% in Current Usage
THANK YOU!