How TotallyAwesome Helped Frisian Flag Achieved +12% in Brand Awareness

Frisian Flag, one of the leading manufacturers of dairy-based products for youth in Indonesia, was facing stiff competition in the ready-to-drink (RTD) industry for its Frisian Flag Milky product line. To differentiate itself from its competitors and build brand affinity with Indonesian youth aged 5 to 10, the brand created 2 mascots, Zuzhu & Zazha, as well as a YouTube web-series featuring the 2 characters.

Objective

TotallyAwesome was tasked to help Frisian Flag:

  1. Drive brand awareness with youth aged 5 to 10 through Zuzhu & Zazha and the YouTube web-series
  2. Build brand preference and win share of voice through relevant touchpoints, while adhering to strict data privacy laws

Approach

TotallyAwesome’s youth-first research uncovered key insights:

  • 88% have access or own a mobile device
  • 84% play mobile games daily for entertainment
  • They spend an average of 1.5 hours a day on mobile devices, of which approximately 1 hour is dedicated to mobile gaming

With these insights, TotallyAwesome designed a multi-layered strategy to drive brand affinity and build brand preference for Frisian Flag using the following ingredients:

  1. Interactive mini-game ads that featured Zuzhu & Zazha to break through the media clutter and drive lower funnel engagement
  2. Animated video ads on our youth-safe curated and moderated Apps & Sites to further drive brand awareness
  3. Contextual targeting to ensure ads appear in the right context to effectively target this hard-to-reach audience

This approach ensured that Frisian Flag remains top-of-mind among Indonesian youths aged 5 to 10. By utilising TotallyAwesome’s curation tech and human moderation of ad content, Frisian Flag also managed to reach their target audience in a youth-first and youth-safe manner without any data collection.

Results

+12%
in Brand Awareness		~470,000
Campaign Engagements		~30,000
Clicks to Landing Page
+8 to 10%
in Key Brand Attributes		11%
Engagement Rate
(vs 3% market benchmark)		Bronze Award
at MMA Smarties
Indonesia 2022

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