Femmy Fyber by Bintang Toedjoe Wins Indonesia Brand Communication Excellence 2024 in the Digital Brand Campaign Category
On August 9, 2024, PT Bintang Toedjoe, through its Femmy Fyber product, received the Indonesia Brand Communication Excellence 2024 award in the Digital Brand Campaign category. This award was organized by MIX Marketing & Communication and SWA Media. The event took place at the Auditorium & Performance Hall Prof. Dr. Djayusman, LSPR Institute Communication & Business, Sudirman Park, Central Jakarta, where Mr. Andry Mahyudi, LOB 2 & PR Group Manager, accepted the award.
This recognition was largely due to the success of the digital campaign "Give Birth to Fat," which conveyed the message that the accumulation of fat (obesity) can make a person appear as if they are 'pregnant.' Femmy Fyber, a fiber source drink from Bintang Toedjoe, aims to help consumers 'give birth' to that fat in the context of weight loss, supporting them in starting a new, healthier chapter.
The campaign was endorsed by numerous Key Opinion Leaders (KOLs) and influencers and was prominently featured across various digital platforms. As a result, Femmy Fyber's digital campaign achieved a reach of 43 million and garnered 46 million impressions.
Furthermore, the campaign had a significant impact on sales performance, with an increase in repeat purchases. Sales trends remained stable in October 2023, and by February 2024, three months post-campaign, sales had surged by 209%.
Building on this positive momentum, Bintang Toedjoe's marketing communications team aims to achieve an average annual sales increase of 90.4%.
Judge Yazied Syafaat praised the Bintang Toedjoe marcom team for their boldness in taking risks by aligning campaign logic with the dynamics of the digital world.
