The first campaign was the ‘Give’ initiative, an annual blood donation drive sponsored by the Nexcare Comfort Bright product range, held on 15 June. It was organised in association with PMI (Palang Merah Indonesia or Red Cross Indonesia).
To date, the campaign has more than doubled the Facebook fan-base, with over 75,000 new likes and 250,000 interactions around its content. It has also attracted over 4,600 new followers on Twitter and 47,000 engagements around Nexcare 'Give'.
Tripti Lochan, CEO at VML Qais, noted that the biggest challenge of the campaign was activating the target audience to create online buzz and get people excited about blood donation, while maintaining a link to the product and driving sales at the same time.
The pitch was called in late March, with the appointment made in the first week of April. VML Qais Indonesia has managed Nexcare’s social media properties to drive buzz online around the ‘Give’ initiative, and has built a Facebook application that allows users to pledge support by adding a 'badge' to their profiles, and allows them to share their own blood donation stories.
VML Qais has also implemented a paid media strategy and execution to support the online and on-ground initiatives.
Vera Maringka, country business leader of consumer and office business at 3M Indonesia, noted that engendering a community spirit is an integral part of the ‘Give’ initiative and social media provide the ideal channels to do this.
Jakarta now ranks as the world’s most active Twitter city; Indonesia is Twitter’s fifth largest, and Facebook’s fourth biggest, market in the world. Some 55 million of its 230 million population are internet users, growing at over 20 per cent year on year, while there are 210 million mobile subscribers.
According to Deloitte Access Economics, the internet accounts for 1.6 per cent of Indonesia’s gross domestic product (GDP). It is forecast to grow at three times the rate of the overall economy, and to account for 2.5 per cent of GDP by 2016.