FYI

VML Qais wins 3M’s consumer healthcare business in Indonesia

Y&R’s digital operation VML Qais has added 3M to its client list in Indonesia.

The announcement:

JAKARTA, 27 June 2013 – VML Qais has been appointed digital and social media agency for 3M Indonesia’s Consumer Health Care Division, starting with the online activation for the Nexcare™ brand.

The first campaign focuses on the ‘Give’ initiative, an annual blood donation drive sponsored by the Nexcare™ Comfort Bright product range. Organised in association with PMI (Palang Merah Indonesia or Red Cross Indonesia), this year’s ‘Nexcare™ Give Day’ took place in Jakarta on 15 June 2013.

VML Qais Indonesia has managed Nexcare’s™ social media properties to drive buzz online around the ‘Give’ initiative, and has built a Facebook application that allows users to pledge support by adding a ‘badge’ to their profiles, and allows them to share their own blood donation stories.

VML Qais has also implemented a paid media strategy and execution to support the online and on-ground initiatives.

To date, the campaign has performed exceedingly well, more than doubling the Facebook fanbase with over 75,000 new Likes, plus 250,000 interactions around its content, and attracting over 4,600 new followers on Twitter plus 47,000 engagements around Nexcare™ Give, and driving collection of blood at donation drives.

“Engendering a community spirit is an integral part of the ‘Give’ initiative and social media provide the ideal channels to do this, platforms where people can pledge their support for the cause and for each other. VML Qais helped grow ‘Nexcare™ Give’ significantly on social media during the period that we worked together”, said Vera Maringka, Country Business Leader, Consumer & Office Business, 3M Indonesia.

The world’s fourth most populous country, Indonesia is seen by technology analysts as a worldleader in digital potential. Jakarta now ranks as the world’s most active Twitter city, Indonesia is Twitter’s fifth largest, and Facebook’s fourth biggest, market in the world. Some 55 million of its 230 million population are Internet users, growing at over 20% year on year, while there are 210 million mobile subscribers. According to Deloitte Access Economics, the internet accounts for 1.6% of Indonesia’s gross domestic product (GDP). It is forecast to grow at three times the rate of the overall economy, and to account for 2.5% of GDP by 2016.

Source: press release

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