This document summarizes the marketing strategy of a direct sales company operating in over 120 countries. It utilized a TV program and digital campaigns through websites and social media to promote its products and recruit new salespeople, as advertising was not allowed. This integrated approach helped the company become the number 2 marketing campaign in Indonesia and achieve 380% of its sales goal in 2011, ranking it the best performing country for the company that year.

1. A Case Study by Fortune Indonesia

2. • Orlando based direct marketing company
• Operates in 120 countries
• 72 distributors in 50 cities in Indonesia
• Aproximately 40.000 sales forces in 2008
• No Advertising allowed
What we do:
• Create engagement with target audience through digital
channels
• Since 30 second commercial is not allowed, we created “30
minutes” commercial through TV Program
• We don’t talk about the product, we talk about the user.

3. Digital Campaign

4. TV program + Digital campaign integration (Microsite)

5. TV program + Digital campaign integration
(Microsite, Social Media, Ad campaign)

6. Achievement –
Rank 2 - The Best Marketing PR Campaign
Mix Magazine, Oct 2012

7. Opportunity Hour 2012
Google Display Network Site
Microsite
SEM campaign
Banner Ads

8. SheCAN! TV Program
(Season 1)

11. The new strategic approach for expanding the
sales force (teacher)

13. highlight
• Innovative approach
– Multimedia approach:
print, twitter & event
– Bring online to offline
• Strong stopping power
– People read 10 mins for
this ad

16. Recent Achievement
“It’s about changing life. We have a valid
mission, people are passionate about it.
Secondly I think we have business model
that include putting together a quality
products that’s differentiate with a selling
method we called a party. There’s a party
starting some where, every 2 seconds & then
the 3rd ingredients is opportunity, showing a
woman how to change her life .I’m so happy
to say that we just made a decision at the
executive committee, we’re in more than a
hundred countries, Indonesia we’re
selected “Country of the year for
Tupperware.”
Excalibur Sword as a symbol for “Country Of The Year”
-Rick Goings, Chairman & CEO Tupperware
PT Tupperware Indonesia has got 3 Excalibur swords
Brands Corporation

17. Campaign Result
• Country of The Year 2007 – 2011
• 380% achievement in 2011
• 190% achievement in 2009
• 180% achievement in 2008
• Best Marketing Public Relations Program 2012 (sour ce: Mi x Magazi ne)
• Indonesia’s Best Brand Award Award 2012 (sour ce: SW ) A
• Social Media Award 2012 (sour ce: Di gi t al Mar ket i ng, Fr ont i er , and Mar ket i ng)
• TOP Brand Award 2011 (sour ce: Mar ket i ng)
• Indonesia’s Most Fave Women Brand 2010
(sour ce: M ket eer s & M k Pl us I nsi ght )
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