SGM Eksplor Won Campaign of The Year at 2023 FMCG Asia Awards

SGM Eksplor’s groundbreaking "Biar Aku Aja" Campaign earned them the distinguished Campaign of the Year - Indonesia accolade at the prestigious FMCG Asia Awards 2023. 

This campaign is a heartfelt response to the myriad of challenges faced by Indonesian mothers in the mid-lower socioeconomic status (SES) brackets, addressing the critical issue of providing good nutrition for their children.

In the face of persistent inflation in Indonesia, many mothers, particularly those in mid-lower SES brackets, are forced to sideline the crucial nutrition needs of their children due to the escalating prices of essential necessities. Recognising this pressing concern, SGM Eksplor, a leading milk formula brand in Indonesia, took the initiative to launch the "Biar Aku Aja" Campaign.

SGM Eksplor vision is to ensure “no child left behind”, this means to ensure every Indonesian children are accessible to good nutrition for their maximal progress. This campaign focus to underscore the indispensable role of nutrition foundation for child development in the first 5 years. Hence, it has the elements of educating while reassuring why mothers should continue to choose SGM Eksplor. The team strategically crafted the campaign, identifying key touchpoints influencing mothers' choices, leveraging consumer insights, and collaborating with creative agency VMLY&R in creating a compelling creative hook.

To execute this strategy effectively, SGM Eksplor implemented various actions, include incorporating key elements such as emphasising product superiority and using the powerful symbol of a child raising her hand. The campaign's rallying cry, "Biar Aku Aja," meaning "I will do it," resonates message that right nutrition foundation supports Indonesian children to progress optimally: fast thinking, courageous and able to face challenges confidently.

The campaign was officially launched on National Nutrition Day in January 2023 through series of impactful nutrition education program. Ensuring this campaign is scalable, SGM Eksplor empowered loyal consumers as community educators, collaborated with expert and media, also implemented a comprehensive multichannel communication approach, such as impactful TV commercials, drives high-quality traffic, testimonials from mothers, and personalised customer relationship management (CRM).

The results of the campaign were nothing short of impressive. SGM Eksplor achieved its highest volume share in the past eight years. Notably, the campaign successfully drive penetration growth beyond the category, marked by a significant +90 basis points increase. 

The "Biar Aku Aja" Campaign, with its resounding success, reflects SGM Eksplor’s commitment to ensure all Indonesian children can progress, by addressing the challenges faced by Indonesian mothers. Beyond the numbers, the campaign has opened eyes to the critical importance of ample nutrition for every child in the community, underlining the belief that progress of children are the cornerstone of a progressive nation.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at jane@charltonmediamail.com.