Scaling the Campaign: Offline to Mobile
With the audiences identified, the biggest challenge for the brand was to bring about the paradigm shift in the consumer behavior of consulting doctors online. What was once a much-awaited, hyperlocal, physical event, now needed to be moved to a virtual platform. To make the transition easier, the brand factored-in the tiniest of nuances around patient behavior and delivered a personalized experience of meeting the doctor one-on-one.
1. Precision Targeting with Mobile Video to Interest Hyperlocal Audiences
Pepsodent launched 17 different video ads to evoke interest among consumers living in 17 different cities. The 6-second short video, customized for each city’s audience, encouraged them to check their dental health online with a simple assessment via an interactive chatbot ad unit. The city-level targeting worked wonders for the brand, with the highest engagement recorded from Jakarta, Surabaya, and Padang.
2. Delivering an Interactive Mobile Chatbot Ad Unit
The interactive chatbot ad unit, with a simple multiple-choice question series, helped users easily tick off their concerns and finish the assessment in four steps.
Step #1: Understand which part - Teeth, Gums, or Mouth – concerns Indonesians most.
Step #2: Capture more details around a specific concern. For example, for the users who choose ‘Teeth’ as their concern, the subsequent question showcases concerns regarding teeth such as cavity or toothache
Step #3: Encourage users to regularize their brushing habits twice a day, each time in the morning and the evening. To encourage this behavior, the brand needed to understand the brushing habits of users in Indonesia. Hence the third question assesses the frequency of brushing among the Indonesians, with three simple options.
Step #4: Recognize the most important benefit that a user perceives in a toothpaste. This enables the brand to recommend the most-suited toothpaste variant for cleaner and healthier teeth. The last stage of the assessment enables a free one-on-one WhatsApp consultation with a doctor.
3.Retargeting Users to Drive Incremental Impact
By leveraging InMobi’s retargeting capabilities, Pepsodent could target the users who didn’t complete the assessment and nudged them to avail their free consultation, hence driving incremental engagement from high-intent users.