#1: Targeting high-intent cohorts for maximum precision 

Considering the nature of the S-26 Procal GOLD product, Wyeth Nutrition had to ensure it reached Indonesians with kids, most likely to be interested in growth milk and nutrition. With this in mind, the brand leveraged InMobi, Gojek, and Telkomsel Audiences to identify and reach over 20 niche segments, such as ‘parents with toddlers’ and ‘fitness enthusiasts’. This was done using demographic, appographic, and behavioral data. 

#2: Amplifying interactions with AR gamification 

To reach these audiences in a way that would be accessible and yet stand out, Wyeth created a gamified AR-enabled experience on Indonesians’ always-on device, mobile. Through a rich media interstitial, the brand urged parents to visualize their children as future professionals, inviting them to find the perfect future occupation with their children. First, they had to upload the child’s photo. Next, they could browse three occupations – zoologist, archeologist, and marine biologist. As the parent explored these three diverse professions, they could see the respective work environments with the child’s face pasted on the visualization.​ Finally, the parent could pick one of the three occupations, after which they were informed about a progressive learning kit bundled with the product. The calls-to-action enabled the parent to share the result and visit the e-commerce site to complete their purchase, enhancing their engagement with the brand. 

Creative Experience