At the heart of Lactogrow’s Augmented Reality campaign, we not only introduced the brand’s innovative packaging to the Indonesian market but also enlightened first-time moms about Lactogrow‘s nutrition benefits, emphasizing the child’s holistic development, nurturing them to be resourceful and ready to thrive in life. By focusing on the Lactogrow “Active Mind & Active Body”, our objectives were to drive brand interaction and education, ensuring Lactogrow was top-of-mind for parents seeking comprehensive well-being solutions for their children. We aimed to strengthen brand trust and affinity among consumers to recognize and choose Lactogrow as a partner in their child’s development journey.
Bring Life to the Newly Launch Packaging
As one of the important touchpoints, the team developed an Augmented Reality (AR) game centered around the new pack to engage consumers while highlighting the new benefits. Our strategy was inspired by a key insight: Millennial Moms highly value interactive and educational experiences that contribute to their child’s development. Leveraging this, we introduced LactoGo! launched as the first of its kind AR game where consumers only need to scan the front pack of the packaging to play.
Look to provide an interesting game play where both moms and kids can play together while learning about ingredients and nutritional value of Lactogrow. In the game, the audience can collect points that automatically convert into Loyalty points which moms can use to redeem the prize after playing the game while bonding with their children.
This engaging gameplay not only educated moms and children about the importance of healthy nutrition but also made the learning process unique and engaging.
The game cleverly converted game points to loyalty points, incentivizing moms with the chance to redeem awards. This strategy not only promoted repeated engagement but also introduced a reward system tied to product interaction.
To convert these digital engagements into in-store purchase actions, we implemented a retargeting strategy. Participants were encouraged through targeted ads to continue their journey offline, with incentives like coupons that drove them to nearby stores for product purchases. This seamless integration of the digital and physical worlds ensured a smooth transition from online engagement to offline action, enhancing the effectiveness of our campaign.
Services offered on the Ecosystem and how they drive value for consumers.
- Interactive and Engaging Experience: The AR game extends brand experience beyond the physical product.
- Educational and Informative Content: This value-added information can enhance the consumer’s understanding about the product.
- Rewards and Incentives: Offer rewards to consumers who play the game and achieve a high score.
- Social Sharing and Community Building: Facilitate social sharing and community building among consumers.
- Gamification of the Product: By integrating an AR game with the packaging, the product itself becomes more interactive and entertaining.
Bring in Success Measurements
The high level of engagement drove 2X-fold increase from the previous year. Visitors remained engaged with the game for an average of 2.5 minutes, contributing to a 60% reduction in website bounce rate. New consumer data grew by 28% during the launch period vs monthly avg in ‘23. Gained 650+ User Generated Content (UGC) across TikTok and Instagram Reels.
Additionally, the campaign contributed to an increase in brand consideration by 2 points, trust by 6 points, children’s affinity by 9 points and the perception of the brand promoting healthy digestion by 6 points exceeding our objectives of positioning Lactogrow as a trusted brand for developing “Active Mind & Active Body.”
