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How Pepsodent used AI to get Indonesia to brush up on its oral hygiene


By Awards Analyst | writer

December 6, 2022 | 5 min read

At The Drum Awards for Digital Advertising APAC 2022, InMobi won in the Most Effective Use of Creativity category for its ’Pepsodent Merdeka’ entry. Here, we find out more about what went into this successful campaign.

Pepsodent Evokes Confident, “Merdeka” Smiles with an AI-powered Brand

Pepsodent campaign

Pepsodent wanted to address the fact that Indonesians began to neglect their oral health during the pandemic, settling for low-quality dental products and brushing their teeth irregularly. InMobi and Mindshare’s ’Merdeka’ campaign helped it reach that goal.

The brief

The brand wanted to increase oral health awareness and, subsequently, toothpaste adoption by releasing a special edition Merdeka toothpaste to inspire the entire nation to free their smiles from oral problems. The brand wanted to target the biggest influencers in Indonesian families – mothers (aged 25-35) on the lookout for hygiene products for their families. They wanted to measure overall engagement received from the audience to determine if the awareness about oral health and Merdeka toothpaste had been successfully created.

The idea

Partnering with InMobi and Mindshare, the idea was to create and execute a strategy and to enhance awareness about oral health and inspire the nation of Indonesia to return to healthy habits for themselves and their families.

With InMobi Audiences, Pepsodent could identify women between the ages of 25 and 35 who were specifically looking to shop for hygiene products for their families.

The right message could then be delivered with AI-powered Dynamic Brand Interaction. With the combined power of video, AI-based keyword recognition, and Dynamic Creative Optimization (DCO), Pepsodent could craft an immersive experience for its audience. The idea was for the brand to design a full-screen rich media experience, where the first screen showed an animated family with unhappy faces and a mic symbol, which the viewer could tap to record the keyword, Merdeka. Once the user recorded this word, the AI-powered keyword detector would identify it and this would trigger the next action, bringing a smile to the faces of the family shown.

Dynamic Creative Optimization could then be leveraged to enhance the user experience. The interstitial experience would allow for the recognition of the time of the day and then customize the message on the final card – reminding the viewer to brush in the morning or at night, based on the time at which they had recorded the keyword. If they recorded the keyword in the afternoon, the message would be to brush twice a day, encouraging the habit in general.

The results

The campaign reached two plus million unique users and close to 360,000 viewers interacted with the AI-powered rich media experience by recording the keyword ’Merdeka’. The video completion rate (VCR) recorded was 14% higher than the industry benchmark and the overall engagement rate for the ad units was 3.3 times the average industry benchmark.

This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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