About how an FMCG company utilize digital marketing to grow it's awareness, engagement, as well as it's sales through online channels, and collaborate with 3rd parties including start up industries and other major e-commerce companies.

1. Digital Experience and Engagement
for Campina Ice Cream
Prepared By:
Harwindra Yoga Prasetya

2. Presenter Profile
• Name: Harwindra Yoga Prasetya, MM
• Born: Malang, April 1st, 1980
• Career:
– Marketing Communication Manager at PT. Campina Ice Cream
Industry, Tbk (2012-present)
– Start working at Campina Ice Cream since April 2005.
• Another Role:
– Non-permanent lecturer at Faculty of Social and Political Science
(FISIP) University of Indonesia (2014-present)
– Subject: Digital Marketing
• : @haryoprast
• : www.haryoprast.com

3. THE QUESTIONS
• What are digital forms adopted by
FMCG industries?
• How this technology can change
the competition?
• How can digital create consumer
experience and engagement?

4. CAMPINA DIGITAL & DELIVERY HISTORY
2009
•Social Media
Set Up
2010
• Corporate
Website
revamped
2011
•Customer
Care and
Social Media
2013
• Double digits
growth offline and
triple digits
growth online
2015
• Using 3rd party
review and
testimonial
management
2017
• Bigger focus on
content marketing
and social media
2012
•Ecommerce
website
2004
• Ice Cream
Cake
2006
•Set up
Campina
Delivery
2012
• Contact
Center
development
2015
•GO-FOOD by
GO-JEK
2016
•GO-POINTS by
GO-JEK
2017
•E-commerce
expansion
•Mobile Apps.

5. Our Website as The Hub
WEBSITE
E-mail
Marketing
PPC
Advertising
SEO
Social
Media
Social
Advertising
Google
Adwords
and GDN
Keyword
strategy on
blog posts and
articles
FB Ads and
IG Ads
FB, IG,
Twitter, and
Youtube
Weekly/bi-
weekly
promotion

6. • Our address: www.icecreamstore.co.id
• Firstly introduced at November 2012, open for public
since January 2013.
• We claimed another REKOR BISNIS (REBI) at 2014, as the
first ice cream manufacturer with online ordering
method in Indonesia.
• Supported by digital ads since 2015, have the biggest
sales growth compared to 2014.
• Supported by social ads since 2016, helping more and
more ice cream lovers to know better about our brand,
products, and home delivery service.
2012
• Ecommerce
website

8. • Our online channel no longer marked as future channel,
but it’s a ‘now’ selling channel.
• Our Campina Delivery start to harvest double digits
growth since we connected it with our organic digital
marketing activities.
• We started organically with SEO and social media
marketing, right from 2013.
• Years after, until today, our ice cream delivery kept on
receiving orders, both from online and offline, boost
our sales into triple digits growth.

9. • We have our own testimonial page on our e-commerce
website, but only a few came and wrote there.
• We realized that our customers’ reviews and
testimonials are compulsory to our online business.
• Partnering with a 3rd party side, to manage our
customers inputs is the best choice.
• Every costumer who purchased our products through
our website is invited by personal e-mail to write their
testimonials and give us a rating (1-5 stars)

12. • We realized that in order to grow, every business needs
new incoming customers.
• And nowadays, we make sure that our online business
approach is suitable enough for youth.
• Connecting (almost all of) our social media activities and
campaign with our online sales channel.
• Created awareness and leads through our social media
marketing activities, then capture it at our e-commerce.
• Bigger focus on our Facebook fanpage and Instagram
feed and stories.

13. • We encourage our branch team to be involved in social
media activities by doing these:
 We let them use social media while working, opening local
IG account.
 We provide training on social media use.
 We provide content, to be uploaded into their own
account, with unique captions and hashtags by area.
 We incentivize usage.
• There are 60 Instagram accounts under Campina brand
that managed locally.
Reference: https://www.socialmediatoday.com/marketing/3-ways-get-your-employees-magnify-your-social-media-reach

15. • In digital age, more on sharing economy era, you
don’t have to do everything by yourself. Collaborate!
• We started this partnership at 2015 right from
Bandung area, then expand it into other major cities.
• Through GO-FOOD, our customers can order and
have our products within hours/the same day.
• Slowly but sure, incremental positive sales growth
from this GO-FOOD by GO-JEK channel are shown.

17. • Partnership, between Campina and GO-POINTS by GO-
JEK started at June 2016.
• GO-POINTS users can claim and then redeemed the e-
voucher code with our ice cream at our website.
• In return, we have exposures on GO-POINTS website,
apps, and last but not least their social media channels
(Facebook, Instagram, Twitter, and also LINE accounts).
• Simply, we have better awareness through the
campaign from millions of GO-JEK app users.

20. • Our success in managing and maintaining our own e-
commerce website and collaboration with our 3rd
parties has attracted major e-commerce companies.
• Now, we’ve already collaborate with 3 major e-
commerce companies, since May 2017.
• Our benefit: more doors open for consumers to find
our products and home delivery services.
• E-commerce benefit: enriched and widened their
product category, especially in dairy frozen food.

23. KEY SUMMARIES
• What are digital forms adopted by FMCG industries?
 Both corporate and e-commerce website
 Other digital marketing tools: e-mail marketing, SEO, SEM (PPC Ads), social networks
(social ads)
• How this technology can change the competition?
 Technology helps us getting closer to our consumer and customer, and bring the
competition to the next level.
 In this sharing economy and disruptive era, we learned ‘how to surf’, collaborating with
start ups is compulsory.
• How can digital create consumer experience and engagement?
 Our consumer now can find the ease and convenience of shopping ice cream with no
worries through our online channel, invited to share reviews and testimonials, and
engaged further through our social media.