ASIA-PACIFIC – INDONESIA, JULY 1, 2013 – VML Qais has been appointed digital and social media agency for 3M Indonesia’s Consumer Health Care Division, starting with the online activation for the Nexcare brand.
The first campaign focuses on the ‘Give’ initiative, an annual blood donation drive sponsored by the Nexcare Comfort Bright product range. Organized in association with PMI (Palang Merah Indonesia or Red Cross Indonesia), this year’s ‘Nexcare Give Day’ took place in Jakarta on June 15.
VML Qais Indonesia has managed Nexcare’s social media properties to drive buzz online around the ‘Give’ initiative, and has built a Facebook application that allows users to pledge support by adding a ‘badge’ to their profiles, and allows them to share their own blood donation stories.
VML Qais has also implemented a paid media strategy and execution to support the online and on-ground initiatives.
To date, the campaign has more than doubled the Facebook fan-base with over 75,000 new Likes, plus 250,000 interactions around its content, and attracting over 4,600 new followers on Twitter plus 47,000 engagements around Nexcare Give, and driving collection of blood at donation drives.
“Engendering a community spirit is an integral part of the ‘Give’ initiative and social media provide the ideal channels to do this, platforms where people can pledge their support for the cause and for each other. VML Qais helped grow ‘Nexcare Give’ significantly on social media during the period that we worked together”, said Vera Maringka, country business leader for consumer & office business at 3M Indonesia.
