Creative Strategic Solution: The penetration of Facebook was high. The Vicks ‘Voice of Indonesia’ application provided an avenue for Indoensians to speak up in a safer parallel world. It encourged people to nominate their friends with powerful voices thereby encouraging more to speak up and express themselves. The mechanism was simple. Search through your newsfeed and pick the post you found particularly witty, inspiring, entertaining or moving. Fans were asked to nominate it, promote it, then vote it to the top. Every week, we celebrated the People’s choice and Vicks Choice winners. Channels: The campaign was hosted purely on Facebook. With a limited media budget, traffic was driven to the site soley through social ads and referrals.

After only a few weeks, we gave voice to a muted generation. With little seeding, the campaign spread virally through the Indonesian population. After 2 months: - Increased Vicks Indonesia fan base from 0 to 261,000 fans - Avg page Engagement stands at 15%, beating top Indonesian brand page Surfer Girl 1.5% - App accounted for approx 89% of total page views - Campaign reached intended target audience, though majority of fans are between 18-24 years