iFree Indonesia Digital Campaign
Through some research, it has been identified that more than 50% of Indonesian females are suffering menstruation cramps, or medically called as “Dysmenorrhea” and the highest incidents are experienced by teens. Current products available in Indonesia which specifically for menstrual pain relievers are in oral analgesic format. No specific product is available yet in the analgesic product category. Caplang as the main player in topical analgesic category would like to tap into this category and become the first mover.
What we did
Created a digital strategy & campaign to communicate that menstrual pain shouldn’t stop you from achieving your goals, live your usual life, and even become the best version of yourself. Bringing a bold “you go girl” attitude on the creative outputs while still catering the menstrual pain topic.
So we created campaign that showcase both emotional & functional approach.
What we did
Created a digital strategy & campaign to communicate that menstrual pain shouldn’t stop you from achieving your goals, live your usual life, and even become the best version of yourself. Bringing a bold “you go girl” attitude on the creative outputs while still catering the menstrual pain topic.
So we created campaign that showcase both emotional & functional approach.
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01. Painsyclopedia.
An engagement content about pain through Instastories template and feed. On this content, we will describe meticulously about types of menstrual pain. From the bearable one to the monstrous one.
01. Painsyclopedia.
An engagement content about pain through Instastories template and feed. On this content, we will describe meticulously about types of menstrual pain. From the bearable one to the monstrous one.
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02. When i get cramp.
02. When i get cramp.
Menstrual cramp is troublesome, but every women have their own way to describe the painful feeling during the cramp. So in order to build engaging engagements between users, we'll create a campaign where these girls are ought to describe the pain through Instastories. These girls, are ought to describe the pain by using stickers, emoji, or even drawings.
Why Instastories? Because Instastories is one of the social media that these girls very often consume and engage with.
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03. Girls Voice.
How do we celebrate the freedom of being a girl? By showcasing their voice on what they want to do, or how a girl they wanted to be. On this video they will articulate their voice in the form of "iFree" statement.
03. Girls Voice.
How do we celebrate the freedom of being a girl? By showcasing their voice on what they want to do, or how a girl they wanted to be. On this video they will articulate their voice in the form of "iFree" statement.
Brand value and believe are highly highlighted in this video. This will work as a proof that iFree will not only ease their period cramp, but iFree can do beyond, which is empowering these women and set them free on becoming what they wanted to be.
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RISE INDONESIA
Creative Director: Anca Sangadji
Sr. Art Director: Sakti Fhana, Nuzul Lutfiansyah
Sr. Copywriter: Amira Hapsari, Prilidanti Oktarizkia
Account Director: Eddy Suryadi
Associate Account Director: Amelia Pryana
Sr. Account Executive: Ezra Gabriella
Social Media Lead: Ditya Pertiwi
Sr. Strategic Planner: M. Iqbal
Film Director: Idho Aruan
Photographer: Subcollege
RISE INDONESIA
Creative Director: Anca Sangadji
Sr. Art Director: Sakti Fhana, Nuzul Lutfiansyah
Sr. Copywriter: Amira Hapsari, Prilidanti Oktarizkia
Account Director: Eddy Suryadi
Associate Account Director: Amelia Pryana
Sr. Account Executive: Ezra Gabriella
Social Media Lead: Ditya Pertiwi
Sr. Strategic Planner: M. Iqbal
Film Director: Idho Aruan
Photographer: Subcollege
