Redoxon

Ramadan Lockdown

Challenge

Awareness

Summary

Partnering with food delivery service DahMakan, Redoxon distributed their vitamin C samples with every meal order during Ramadan, including leaflets on the science of dehydration as well as QR codes to purchase online.

Challenge

Malays tended to only consume vitamins when they were already sick, or when the doctor recommended it, but we identified Ramadan and the annual fast among Muslim Malays as a key moment for a relevant message to boost usage – fasting for long hours can lead to a drop in immunity.

The Campaign

During the first meal after a day of fasting for Ramadan, our target would be acutely aware of the importance of food and diet. So, we partnered with local food delivery service DahMakan, in order to target a portion of the 64% of Malays who already identify as health conscious, by distributing Redoxon samples with every meal order.

Every sample was accompanied by a leaflet detailing the benefits of taking vitamin C and DahMakan also promoted the offer via social media channels, newsletters and its influencer partnerships.

Results

We distributed 48,000 sample sachets, leading to a 203% surge in search interest for Redoxon pre-Ramadan and a 71% increase during Ramadan.

Sales
29%
Y-O-Y

Festival of Media Global Awards 2021
Silver
Best Direct to Consumer Marketing Campaign

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