Knowing our audience is critical to us. Before coming up with the creative idea, we came forward with a deep understanding of its consumers to both connect on an emotional level and solidify itself as the brand of an energy boost with strong science-based facts on the benefits. Berocca's target audience are people 18 to 45 including white-collar workers, students, and gym-ers. With the diverse consumer’s profile, the challenge for the brand is to find a powerful local insight as a key weapon. After the pandemic, post-Covid syndrome (super: extreme fatigue, stress, sleep deprivation) is one of the most discussed healthcare topics. This affects everybody's ability to perform in work & in life. Berocca sees this as an opportunity to strengthen its core scientifically-proven benefit of transforming energy both physical & mental.

To build meaning for its one-of-a-kind daily energy booster proposition, we have a deep learning from our dynamic consumers of white-collar workers, students, and gym-ers, they don’t just need energy to finish the tasks or get through the day. They want to enjoy the day and ace the work positively. However, it is not as easy as it sounds when the notorious 2PM moment of low energy hits. But the thing about positive energy is that the more you give, the more you receive. And the truth is, every single one of our consumers can be a positive energy Wi-Fi. Berocca is a form of positive energy that can transcend everyone because when the body feels positive, we think positive, we act positive. Connecting the dots together, a new campaign is born, introducing the “TRANSCEND POSITIVE ENERGY FOR A POSITIVE LIFE” campaign

To rescue the city from 2PM slump, we created the first ever Berocca Positive Energy Trip. First, the trip debuts in a banging anthem online, a talk of the town music collaboration between 2 famous local artists and a Tiktok star to transcend positive energy around to the whole community. Next, we painted cities with positive energy. From covering strategic pharmacies’ storefronts, Hosting the hottest event in University Village Going to high-traffic office buildings, other universities, high-tech parks & even taking over Shopee Food at 2PM, right at the key time when people ordered afternoon snacks to recharge over 100.000 people. Then, to keep on spreading the positive energy, we continued to travel on Tiktok through the 1st ever initiative of Gamified Hashtag Challenge #PositiveEnergyTrip & the #PositiveEnergyRide offline events series that feature dynamic KOLs from gym-ers to content creators to entrepreneurs to inspire others to live a purposeful & positive life. For media plan, we developed 3Cs plan with 3 phases: Catch (40% budget): This phase showcases How we use connections to reach more people more often. We focused on key purchase occasions and breakout opportunities (High Reach – Lower Impact) Connect (54% budget): This phase showcases How we use connections in the right context. We built close associations with core buyer / BPT context (Low Reach – High Impact) Convert (6% budget): This case showcases How we use connections directly to drive trials & sales. We established customer relationships with core BPT buyers and their occasions (High Reach) For more details: In Catch phase: we utilized the TVC 30s and cutdown 15s with 3 versions for 3 core audiences (Student, Gymer, Office Worker) by Trueview for View on Youtube and StreamTV to maximize personalized awareness. Facebook played vital role in delivering AWO content and announcement about Berocca event: Berocca Positive Energy Trip In Connect phase: Berocca collaborated with Tiktok - the rising platform in recent years to create branded effects and hashtag challenges to engage with audiences through various tactics such as Top View (Brand Video) and Top Feed (KOLs Video). Along with that, Berocca gave its 58,000 sachets via ShopeeFood with the most favorite merchants of our audiences in 3 big cities Ho Chi Minh, Ha Noi & Da Nang. In Convert phase: after building awareness & traffic from the upper funnels, Berocca took Facebook CPAS as strategic format in converting to sales with great prospecting & retargeting abilities in platform. Performance Max & Tiktok Infeed were tested to scale up audiences & placements with potential performance.

A positive campaign, of course, comes with positive RESULTS. Market share & Brand Equity maintained #1. Integrated channels with consistent airtime reached 98% of our audience to instill a distinctive occasion of usage for Berocca at 2PM. Increase 14 points for 2PM consumption Increase 10 points for Regular usage Increase 11 points brand used most often On TikTok, we earned the title No.1 Tiktok Hashtag Challenge (in Gamified format) More than 1 Billion Video Views (641% over benchmark) More than 462k video creation (278% over benchmark) Sales performance well exceeded our expectation: Sales increased 18% vs YTD Q3’21 (Internal) MAT Off-take Growth of 77% (IQVA) Online sale increased 66% vs YTD Q3’21 As a result, Berocca transcended positive energy for a positive life.