#MobExAwards 2021 highlight: Berocca gets Malaysians energised with its 30-day campaign

While Malays are required to fast during the Ramadan month, the lack of nutrition and and changes in sleep patterns leave them tired and fatigued. Berocca saw this as an opportunity to enforce its brand position as an effervescent multivitamin that can recharge consumers and help get them through the day. It worked with Fishermen Integrated, Mediacom Malaysia to execute a campaign that ran throughout the month of Ramadan, which was well-received by Malaysians. Berocca and Fishermen's ability to tap onto a widely known tradition by spotting underlying issues and providing a solution through its offerings, impressed the judges and secured them the gold award for Consumer Goods at MARKETING-INTERACTIVE's MobEx Awards 2021.

Challenge

As devout Muslims, Malays are required to fast every day from dawn to sunset and go about their daily routines despite not eating or drinking the whole day. However, fasting for 12 hours every day is physically and mentally challenging, especially in Malaysia's tropical climate. This also led to changes to Malays' nutritional habits and sleep patterns. 

Nevertheless, Malaysians strive to make each year's Ramadan better than the previous ones by completing a full 30-day fast and doing as many good deeds as possible. This will require them to be energised and healthy throughout the entire Ramadan month.

Berocca, an effervescent multivitamin, helps reduce tiredness and fatigue in consumers. However, the consumer offtake shifted to Vitamin C, following the onset of the pandemic. Furthermore, Berocca noted that, according to Brand Health Tracker 2021, no multivitamin brands were owning the imagery scores of "for when you need energy" and "recharge your strength". As such, Berocca wanted to establish itself as a brand suitable for daily use, as well as to further strengthen and own the "energy" equity.

To that end, Bercocca wanted to get Malays to take its multivitamins daily during the Ramadan month by convincing them that Berocca keeps them energetic through the day.

Strategy

Bercocca found that vitamin B complex can help overcome lack of energy and tiredness during Ramadan, coupled with its insights on the toll fasting takes on Malaysians, Berocca came up with the campaign idea, "Berhari-hari Bertenaga Bersama Berocca", which translates to "Be energised daily with Berocca". Berocca then realised that it could utilise the "ber" prefix to establish local relevance. The prefix is used for Malaysian actions words - the "ber" in "berlari" is akin to "ing" in "running". 

Hence, Berocca worked with Fisherman to develop social content that would generate engagement with consumers - this led to the 30-day #BeroccaBERchallenge. The 30-day campaign aimed to keep people active and energised during the Ramadan month, and exemplify that Berocca provides long lasting energy during the highly demanding practice of fasting. At the same time, the campaign would serve as a reminder to consumers to take the multivitamins everyday by incorporating a “surprise” element that revealed a BER-activity every day.

Execution

The #BeroccaBERchallenge was implemented as a one-month campaign across multiple digital media touchpoints in three phases. 

For the first phase, Berocca drove mass awareness on the relevance of the brand’s core benefit of "energy" through video ads on YouTube video-on-demand platforms, and Pay TV channels. Berocca also publicised a BER-activity on social media each day, keeping Malays on the lookout for new daily challenges and staying energised throughout the Ramadan month.

During the second phase, Berocca created excitement and boost engagement for the #BeroccaBERchallenge by enlisting 38 key opinion leaders (KOLs). Each of them received a surprise delivery of the 30-day #BeroccaBERchallenge Ramadan Calendar pack; each day containing an activity and a sachet of Berocca. The KOLs then created social content of themselves performing the challenges, which created conversations and made the #BeroccaBERchallenge activities more engaging; whilst promoting the calendar pack.

Berocca also produced 12 90-second videos hosted by Ustaz Don Daniyal, a prominent religious content creator, who gave a religious spin to the #BeroccaBERchallenge activities. The videos were then amplified on digital platforms with extensive Ramadan content such as Oh! Media and Beautiful Nara. Daniyal also promoted the videos to his 417,000 followers on his Instagram account.

Additionally, Berocca created a collection of nine stickers with catchphrases such as “patience”, “let’s break fast”, and “pray more” on WhatsApp, Messenger and Instagram.

In the final phase, Berocca maximised on conversions to trial and sales, by retailing its 30-day #BeroccaBERchallenge Ramadan Calendar pack as a limited edition offering sold exclusively on Bayer's official eStore on Shopee. Berocca also hosted three 45-minute live selling sessions on the Shopee eStore during the Ramadan month. Each session included a "live selling expert" who explained the product benefits, answered queries about product usage, promoted the online-exclusive #BeroccaBERchallenge Ramadan Calendar pack, and incentivised viewers to close the loop by giving rebate vouchers and Shopee coins.

Results

The campaign saw 14.2 million completed views on YouTube, Facebook and Viu, as well as a total reach of 28.7 million and 6% engagement rate on its Facebook and Instagram posts.

#BERchallenge posts by KOLs had a combined reach of 824,000 and 535,000 engagements. The posts also led to interest in #BERchallenge contents on Berocca’s Facebook and Instagram pages, with a 784,000 reach and 36% engagement rate.

Additionally, Berocca’s Instagram stickers garnered 217,200 organic views during the campaign period, and continued to do so in the subsequent months after the campaign ended.

Lastly, Bayer’s official store on Shopee saw an increase in visitors, resulting in improved conversion rates and bigger basket size; compared to during non-peak months. Berocca also noted an increased in a flat Multivitamin Category, elevating Berocca’s market share to a historical high in Q2 2021.