FRISIAN FLAG has nourished families for decades, becoming one of the country's most beloved dairy brands, trusted by moms across generations. For the brand, rooted in cultural truth, Ramadan is not just a religious season, it is a month of changing routines, stronger family togetherness, and heightened emotional responsibility, especially for moms.
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FRISIAN FLAG Turns the Iftar Hour into Indonesia’s Biggest AI-Powered Brand Moment
Solution
Understanding consumers, Identifying target audience, Engaging with customers4.3 Mn
Reached in a Three-Hour Daily Window
>5x
Interaction Rate¹
+40 bps
Market Share³
"Our partnership with Glance allowed us to explore a new model of storytelling during one of the most culturally significant moments for Indonesian families. Rather than relying on broad messaging, we focused on creating highly relevant, AI-powered content experiences designed specifically for moms throughout Ramadan. The results showed that audiences respond differently when content feels personal and contextual."
About FRISIAN FLAG Indonesia
The Objective
Ramadan should have been FRISIAN FLAG's growth unlock, but Indonesia's most crowded ad season made 'being present' not enough. With Sweetened Condensed Milk driving 67% of sales yet penetration under pressure, the brand needed to cut through the clutter and own the Ngabuburit window, the three hours before Iftar when moms are most active on their phones.
The Solution
FRISIAN FLAG partnered with InMobi Advertising (to leverage its owned-and-operated property, the Glance lockscreen) and Publicis, transforming the Ngabuburit window into a month-long brand presence. By combining strategic placement, Gen-AI powered content, and precision audience signals, the campaign delivered an experience Indonesian moms encountered every evening before unlocking their phones.
#1: A Three-Hour Window, Owned Every Single Day
Rather than spreading budget across the full day, FRISIAN FLAG secured 50% Share of Voice on Glance’s Impact placement from 4 to 7 PM throughout Ramadan - the Ngabuburit window. Every evening, Indonesian moms picked up their phones and FRISIAN FLAG was already there, on the lockscreen before anything else opened. Lockscreen statics and vertical videos were crafted specifically for this moment.
#2: Reaching the Right Moms at the Right Moment
Precision mattered as much as presence. The campaign used contextual signals tied to Ngabuburit and Iftar content consumption, layered with behavioral signals across food, lifestyle, parenting, and entertainment categories. The result: every single impression landed on female audiences, with zero wastage beyond the target, proving that the right signals can turn a broad Ramadan moment into a sharp, purposeful reach.
#3: Characters That Felt Like Content, Not Ads
To keep Indonesian moms genuinely engaged across a month, FRISIAN FLAG needed more than visuals. Through Glance's Gen-AI powered original IPs, including Bubu Baba, Catflix/Jahe, and the Dapur Anime SatSet Recipe series, the brand delivered content that audiences actually wanted to watch. Each AI-generated video was personalized to individual interests, making every lock screen encounter feel relevant rather than random.
#4: Measuring What the Numbers Cannot Show Alone
Performance data tells part of the story. To capture what the campaign truly meant for the brand, FRISIAN FLAG ran a Brand Lift Study alongside internal tracking. This measured how a month of Ngabuburit presence shaped brand awareness and perception among Indonesian moms who encountered FRISIAN FLAG Indonesia on their lock screen every evening.
The Results
By owning the most culturally significant hour of Indonesia’s Ramadan, FRISIAN FLAG turned a single daily window into the brand’s most precise and impactful mobile campaign of the year. From 4.3 million moms reached in just three hours a day, to an interaction rate more than five times the platform benchmark, the numbers reflect what happens when the right audience, the right moment, and the right content come together.
4.3 Mn
Moms Reached in a Three-Hour Daily Window
>5x
Interaction Rate¹
~1.6x
Higher CTR on AI Video Units²
+530 bps
Demand Power, Driven by Meaningful and Salient³
+40 bps
Market Share³
+10 bps
Total Brand Communication Awareness on Digital³
¹ Compared to the platform benchmark | ² Compared to the overall campaign CTR | ³ Findings from a Brand Lift Study, versus YTD the previous year