BUSINESS NEED: ACCELERATING BRAND DIFFERENCE.

Kecap ABC, a $100M brand, is 2nd to Unilever’s Bango, who commands over 50% market share. Through functional advertising, Kecap ABC grew 4 – 5% YoY, gaining 300bps penetration however, growth was incremental, not exponential. The annual Brand Health Track revealed a link to BRAND DIFFERENCE where, like in sales, difference vs. competition grew incrementally.

SOCIAL NEED: GROWING EQUALITY AT HOME

With the world’s largest Muslim population, Indonesia is deep-rooted in patriarchy. Religious/social laws dictate women’s roles as confined to home, making inequality an accepted norm. This has found some correction outside the doorstep: over 60% Indonesian wives work, contributing financially, yet women do ALL household tasks; husbands believe it isn't their place to help.

Kecap ABC saw an opportunity: to accelerate brand difference by driving equality at home. As a brand used at home, it had the right and the need to pursue this.

Patriarchal cultures are typically about ‘manliness’ and Indonesia is no exception with regular men learning from and mimicking the behaviours of other ‘real men’.

OUR IDEA – REAL HUSBANDS COOK – WAS TO MAKE COOKING AND HELPING WIVES AT HOME A SIGN OF MANLINESS.

We got real Indonesian men to share their real stories – the story of repentance from a recent divorcee who knew he hadn’t been an equal partner. We went on-ground across cities and got Indonesia’s most macho-men (those traditionally defined as ‘real men’) to cook for their wives, and to not just do it within the confines of the kitchen but publicly where media and other men could see.

The campaign drew curiosity, scepticism and questions – which 5 divorced men stood-by and replied to as they were generated for 72 hours – dispelling myths and encouraging other men to become better partners to their wives.

DATA THAT INFORMED THE SHIFT FROM FUNCTIONAL TO PURPOSE LED DIFFERENTIATION

Data that sharpened the brand objective – The identification of only-gradual brand difference growth as the driver of only-gradual sales growth.

Data that identified the societal issue – Growing equality at work but inequality at home

1. Census data that indicated 60% of Indonesian housewives work.

2. Religious and social law data that explained how and why a woman’s role remained subservient to her husband’s within the house.

3. Qualitative data from Nation which proved that husbands remained unequal partners at home.

Data that clarified the brand’s right to participate – Forrester-Hill study that showed only 3 out of 10 Indonesian husbands had ever helped in cooking.

DATA THAT VALIDATED THE BRAND SHIFT, PRIOR TO EXECUTION

Quantitative testing of the TV and digital assets through LINK tests with MB indicated that the purpose-led communication was within 99% of performance for all ads tested in Indonesia, giving the brand the confidence that it was onto something big.

DATA THAT MEASURED THE SUCCESS OF THE SHIFT – Please refer to results section.

We believed that behaviour change could only be impacted through believable actions of real people – not propaganda. Therefore, our executions were rooted in REAL ACTS & EXPERIENCES. Not Ads.

To begin, we shared the story of a repenting divorcee – talking about his experience of being an unequal partner to his wife. As it sparked off a nationwide debate, 5 divorcees in real-time answered questions, refuted scepticism and busted myths. The film directed men to the online Real Husbands Cooking Academy ‘Akademi Suami Sejati’ where they learnt how to cook.

The “Real Husbands Cooking Academy” was taken to 4 cities in Indonesia where over 1500 men were brought together and taught to cook simple, effective meals with Kecap ABC; and awarded a ‘Real Husband’ certificate.

For Indonesian mother’s day on Dec 22nd, Kecap ABC got 1056 husbands to come together to cook for their wives. A certified Indonesian record.

Business Impact:

- A 360 bps increase in Brand Health with close to 20% increase in Brand Differentiation. The largest growth in the category.

- 1040 bps Penetration growth over 18 months, while the market leader lost 700 bps; highest growth in the category.

- A 9% YOY growth in Sales where the FMCG average stood at 2% in Indonesia for 2018.

Engagement Impact:

- Thousands of men participated and even more watched as the Real Men’s Academy went to 4 cities.

- 1056 men came together on Mother’s Day to set an Indonesia MURI record.

- More than 56 Million views, with 57,000 engagements was created for the online content.

Behavioural Impact:

- Around 175,000 men took their first step towards becoming a Real Husband and learning how to cook at the Academy.