Marketing in Indonesia: Creating a Digital Conversation About Women's Health - eMarketer
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Marketing in Indonesia: Creating a Digital Conversation About Women's Health


Rohini Behl
Marketing Director
Fonterra Brands Indonesia

In the midst of Fonterra’s ongoing campaign to promote its Anlene brand of bone health products, eMarketer’s David Green spoke with Rohini Behl, marketing director of Fonterra Brands Indonesia, about the New Zealand-based dairy cooperative’s strategy to have a conversation about women’s health.

eMarketer: What do you do at Fonterra and how important is digital in that role?

Rohini Behl: I lead strategy, innovation and new product development, and brand equity for Fonterra’s portfolio of brands. Fonterra traditionally spends on TV, but that’s changing. The team right now is mapping consumer journeys. So just as much as we talk digital, we talk in-store. We use the language of the Zero Moment of Truth [ZMOT]—the first moment of truth being at the point of sale, followed by a second moment of truth, which is the product experience. ZMOT is the moment before, which is where [companies] use digital to influence consumers.

eMarketer: Is there a specific demographic you need to reach through digital in Indonesia?

Behl: It comes back to who the brand is talking to. Anlene is targeted to adults, usually 35-plus, who are seeking to live in their prime, because health and wellness is today a key lifestyle phenomenon, [especially among] 30- or 40-somethings. When it comes to digital, typically one would think that it’s only millennials, but Facebook Indonesia has 100 million users. These people are accessing Facebook through their smartphones, which shows those people are already digitally engaged, and a large number of those are over 30.

“Facebook Indonesia has 100 million users. These people are accessing Facebook through their smartphones ... and a large number of those are over 30.”

eMarketer: Presumably, is the digital population concentrated in the major cities?

Behl: Jakarta and Bandung would be the top two cities automatically. Around the center, we have Surabaya and Samara, and heading towards the east we have Sumatra, the second biggest island, which has Medan. That could be a top five city strategy. But Anlene as a brand has been in Indonesia for over 20 years, so I am not surprised when we see search queries coming from remote islands.

eMarketer: What are your primary digital channels?

Behl: The top three channels would be search, video and social. Search is low-hanging fruit. It’s about optimization and then once you’ve got your SEO [search engine optimization] sorted out, also making sure you have the right SEM [search engine marketing] behind it.

Facebook is a large part of that plan because it drives traffic to us and then has a nice interlink between talking to consumers on a social channel and bringing them into a brand website.

WhatsApp seems to have a lot of chatter, but we’re waiting for solutions that allow us to engage with users as they chat. A lot of our content is video, so we use YouTube as well, because video is really how we engage and tell the story. We view Instagram like a younger sister of Facebook.

eMarketer: And you are working directly with Facebook on the Anlene campaign?

Behl: We collaborate quite closely with Facebook. We have our branded pages and then we use their promoted posts. They had a recent event, and we picked up some tips and tricks that they show to partners. We know how Indonesians in a particular demographic behave on Facebook, so we can serve them things or formats that they like.

eMarketer: How did you go about generating buzz for the Anlene campaign?

Behl: We had a teaser on the eve of the Jakarta Jazz Festival where we were able to see Titi Rajo Bintang, a 30-something celebrity drummer in Indonesia, with a 10-second clip of her messing up her set. We used Titi in an age suit video to amplify that common issues of aging can affect people in dynamic professions just as much as it can a regular person. We also wanted to get eyeballs and attention, which is why showing Titi playing the drums and messing up and even falling down was part of the challenge to show how not taking care of yourself can have dire consequences.

“This ‘leaked’ video earned us about 10,000-plus likes and 550 comments within the first two days. We then followed up by talking ... at a press conference [on International Women’s Day to raise awareness].”

This “leaked” video [which we would follow up later with a reveal] earned us about 10,000-plus likes and 550 comments within the first two days. We then followed up by talking about what actually happened at a press conference on March 8, which is also International Women’s Day, to raise awareness of the fact that 80% of Indonesian women do not actively take care of themselves [according to a study Fonterra carried out with the Indonesian government].

eMarketer: What was the call to action based on?

Behl: We’re using video assets calling on consumers to make a pledge to take better care of themselves. Typically, we have it on our YouTube page, or we post it through a Facebook video and then promote the posting and direct that traffic onto our website, where consumers can take a pledge. All of the channels come together, including radio, where we’re having these conversations while people are driving to work, etc.

eMarketer: How are you calculating your return on investment [ROI] on the campaign?

Behl: I look at earned media. [I am also looking at] returns on pure PR and conversation. We have our PR agency, which obviously helped us to plan the whole PR stunt and execute the conference, and the follow-ups. MediaCom is our media buying partner, and we have paid media in terms of spend on Facebook promotion. So success is when my earned share of media is greater than paid and owned. That’s when I know we’ve got the biggest ROI.

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