Campaign details
Brand: AnleneAgency: FCB Jakarta
Strategy
Objective
Anlene is market leader in the adult milk category in Indonesia. For years the brand has been a champion of movement to remind Indonesians to keep moving to stay active, fit and healthy with an always-on on-ground activation model. Come March 2020, as COVID-19 was declared a global pandemic, the brand decided to halt all on-ground activations and pivoted to launch an online movement instead. This was causing fall in sales and arresting that fall through digital was the key objective
Target Audience
The primary target audience for Anlene...