Work from home not limit Danone Team to do any kind of activity. SGM Allergy Week was able to deliver engagement 6x more than plan KPI numbers. And Wavemaker was able to lead the activity – coordinating all the party
SGM Soya wants to ride a moment during Allergy week. It’s time to have more engagement to share all the information related into kid allergy. Initially SGM wanted to do an offline campaign. Due to covid situation, we need to tweak all the campaign into digital and more presence on online channel.
During covid19 situation, people are pushed to stay at home. Moms time consumption on mobile phone – especially social media are increased. It’s an opportunity to utilize digital as a touch point to engage moms during this period. Riding the momentum when moms worry about their kids immunity during Covid is an opportunity to engage with expert.
WM as the agency leads to coordinate with few party: client, publisher, KOL / the expert through INCA, digital creative agency. The challenge double when WM need to coordinate all of the party through non face to face meeting and all conducted through video call.
The activity started with activity announcement on publisher partner, invited to SGM Activity, and amplified the content again through social media to make it bigger. The engagement activity consisted of vary activities such as: IG Live, Ask The Expert, UGC, Dance activity & Recipe