AnyMind Group, a BPaaS company for marketing, e-commerce, and digital transformation, today announced that the collaboration between AnyMind Group and Bintang Toedjoe in a digital marketing campaign for the Femmy Fyber brand in Indonesia successfully won the “Excellent” award at the Indonesia Brand Communication Excellence 2024. The award was organized by Mix Marketing and SWA Media at the Auditorium & Performance Hall, LSPR Institute of Communication & Business, Central Jakarta, and presented to Bintang Toedjoe.
The campaign, titled “Give Birth to Fat,” was inspired by societal insights tied to the innovative solutions offered by Femmy Fyber. As Bintang Toedjoe’s strategic partner, Femmy Fyber tapped on AnyMind Group and the company’s influencer marketing platform, AnyTag, to plan and execute the campaign.
Innovative Technology and Strategy
AnyMind Group’s in-market influencer marketing strategy team combined market analysis with consumer digital insights to understand the dynamics among target consumers and analyze the competition in similar markets. The integration of AnyTag’s API (Application Programming Interface) with major social media platforms like Facebook, Instagram, and TikTok enabled analysis of audience dynamics for each KOL (Key Opinion Leader) involved.
“In today’s noisy digital media landscape, marketers face significant challenges in capturing consumer attention. With social media’s infinite scroll concept leading to information overload, a precise strategy is crucial to ensure that campaign messages are remembered and considered. AnyTag’s technology allows for effective campaign planning, monitoring, and measurement alongside KOLs, setting appropriate metrics as KPIs based on trends identified within the platform,” said Lidyawati Aurelia, Country Manager, AnyMind Group, Indonesia.
Insight-Driven Campaign Strategy
The campaign consisted of three communication phases: speculation, clarification, and transformation. In the speculation phase, influential figures were engaged to spark public speculation about their belly fat, often mistaken for pregnancy. In the clarification phase, it was revealed that the bloated belly was not a sign of pregnancy but rather excess fat accumulation, and Femmy Fyber was introduced as the solution. The transformation phase then showcased the results of consuming Femmy Fyber for 14 days, highlighting significant fat reduction and the disappearance of unsightly bloating.
Impressive Results and Significant Impact
Supported by numerous KOLs and UGC generated across various digital platforms, the campaign reached 43 million users (238% of the KPI) and delivered 46 million impressions (171% of the KPI). This success was also bolstered by organic consumer advocacy for the brand.
The campaign’s impact on product sales was significant, with a stable upward trend since October 2023, culminating in a 209% surge in February 2024, three months after the campaign concluded.
Beyond marketing, Bintang Toedjoe also taps on AnyMind Group through its Indonesia-based e-commerce enabler, Digital Distribusi Indonesia, to manage its e-commerce channels on Tokopedia and Shopee.
