CASE STUDY: Dumin pain reliever becomes overnight success in Indonesia

Background

Dumin, an Indonesian headache reliever brand, was introduced in the market in 2005. However, very little was known about the brand. In fact, creative agency Publicis Jakarta recorded zero per cent brand awareness despite two years of campaigning via television.

Aim

The aim was to make Dumin famous within a few days, or find another agency to restart the work.

The strategy was to create conversation among the Indonesian community while strengthening the brand image.

Execution

Publicis Jakarta created a two-part campaign for Dumin. Firstly, it created a real-life character Ririn Dumin, a 21-year old college student with a 'girl next door' personality and fun spirit. Dumin aspires to be a commercial-star.

The campaign has set up a Facebook page, phone number, email address and a blog for Dumin who progressively posts video clips of herself. Her personality becomes extremely popular among Indonesians fuelling her fame and reaching her goal of becoming a star.

In the second phase, the campaign uses the same elements on the promotion of Ririn Dumin, but this time allows users be the star instead.

Result

With less than US$ 2,000 in campaign budget, the campaign was hugely successful and garnered US$58,000 worth of media coverage. Dumin has 5,700 friends on Facebook, 11,400 emails, 63,000 visitors on the blog and 86,000 viewers on YouTube.

The brand received 530,000 searches on Google.

Because of the Rinin Dumin campaign, the headache reliever brand received 48 per cent growth in brand awareness, thus becoming an overnight success story.

Phase 1

Phase 2

Credits:
Project Ririn Dumin
Client Dumin
Creative agency Publicis, Jakarta, Indonesia
Executive creative director Randy Rinaldi
Creative director Maulana Sagala
Art directors Dimaz Muktiarto, Andri Weiza, Arius Budiman, Iswanda Mardio
Copywriters Achsa Zenada, Ade Ira, Dono Yuniarto, Maulana Sagala, Randy Rinaldi
Agency producers Diah Hermawati, Indria Salmon
Group account director Iwana Frederika
Account manager Berryanto Binu
Exposure Online