The brand created a mobile interactive full-screen rich media ad unit with a powerful message and a striking creative to introduce and encourage moms to take up the pledge, “#BundaBangga - Let’s join 1 million movement”. Upon clicking on the CTA ‘Join Now’ on the ad unit, mothers could enter their name along with their child’s name to receive a personalized certificate, celebrating their achievement. To broaden the reach, the downloaded certificate was supported by a social sharing option through WhatsApp, Facebook, or Twitter. 

The Glance creative served a highly engaging promo card that appeared in the audience’s smartphone lock screen and delivered a non-intrusive and highly immersive experience for Indonesian mothers.  By enabling the CTA ‘Join Now’ on the Glance creative, the brand redirected the users to the DANCOW website to pledge and download their certificate.

To further drive advocacy, DANCOW partnered with the Nutritods Council Experts to create the Bunda Bangga Pocket Book, a 101-guidebook dedicated to Indonesian Mothers to help track and stimulate their children’s growth & development. The brand also took it further by holding a UGC competition for mothers to share their Bunda Bangga moments on social channels, further scaling the campaign to newer heights.