GROWING A NEW GENERATION OF BEBEHEROES IN PARTNERSHIP WITH HI-5

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!