Redoxon Indonesia

The Objective

When festivities roll around, a strong immune system allows us to fully indulge in the celebratory spirit. With Ramadan on the horizon, pharmaceutical brand Redoxon was inspired to combine health and happiness with its vitamin C product.

Its goal was to promote the product during the fasting period while tying it back to the fun-filled atmosphere. To do so, Redoxon zoomed in on Indonesia and to enhance its reach, the brand sought an innovative solution. TikTok, with millions of active users across the archipelago, provided an ideal platform for Redoxon to highlight its product in a creative manner.

The Solution

An energetic boogie is a clear sign of vitality. And to jump in on the viral dance trends on TikTok, Redoxon chose to open the dance floor to users with a Branded Hashtag Challenge and Branded Effect. Its campaign involved a friendly dance-off from April 11 to May 15, offering participants a chance to win prizes worth 100 million Rupiah in total.

Users converged on the hashtag #JanganKendorJagaImun, where they were incentivised to submit videos of themselves doing the challenge. But it wasn't just a dance challenge. It included interactive and engaging elements related to the Ramadan season, and users had to imitate mixing a Redoxon tablet with water and downing the glass before posing in various ways along to upbeat music.

The Hashtag Challenge was boosted by the Branded Effect tool that saw Redoxon’s mascot join the participants in an added filter, effectively increasing the engagement rate. Alongside the eye-catching visuals, Indonesia’s favorite TikTok creators also made appearances to bring smiles and drive more viewers to the challenge page.

Redoxon further turbocharged traffic by featuring vibrant banners on the Discover page and displaying the challenge in the trending hashtag list. They then took it up a notch with One Day Max In-Feed Ads to encourage TikTok audiences to join in on the fun.

The Results

Contributing to the festive spirit and celebrations certainly made Redoxon and its vitamin C product more memorable to the masses. By appealing to their interests and forming an emotional connection, the Hashtag Challenge saw over 37 million views while the Branded Effect saw a total of 475,000 engagements, with a 1.27% engagement rate. Through a Brand Lift Study conducted to measure the impact of the campaign, Redoxon also saw a 2.7% positive lift for Brand Lift Study on keyword association.

By making sure users were kept healthy and happy during Ramadan, Redoxon touched the hearts of many in the community to power up its promotion.