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Pepsodent activated a value-offer strategy supported by Grivy’s multi-channel ecosystem and dynamic retargeting engine, driving consistent weekly uplift, controlled redemption pacing, and high store-level conversion across Indomaret.
Strengthening market presence with an accessible value-driver for mass households
Pepsodent set out to boost penetration for its 225g variant by offering an attractive price point at Indomaret. As a household essential with strong brand equity, Pepsodent aimed to re-engage families looking for affordable hygiene essentials in an increasingly price-sensitive environment. Users were highly responsive to the offer, with week-by-week improvements in funnel performance. This allowed Pepsodent to reach broad audiences through lower-funnel channels while maintaining efficiency across the entire journey.
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Drive volume and expand weekly household penetration through optimised lower-funnel activations
Pepsodent aimed to generate high-volume participation, strengthen relevance among value-seeking families, and convert digital engagement into measurable transactions at scale. With Indomaret’s thousands of outlets as the retail partner, the objective was to unlock continuous weekly redemptions while maintaining the speed, efficiency, and reach needed to hit national targets.
A timed, data-led optimisation strategy driving conversion velocity at critical periods.
Achieving high-volume conversions through funnel efficiency and strategic redemption pacing
The Pepsodent campaign achieved strong end-to-end performance, driven by sustained weekly optimisation and a well-structured retargeting engine that doubled redemption efficiency. With Grivy delivering the majority of conversions and Poinku strengthening lower-funnel scale, Pepsodent maximised transactions across Indomaret stores. The blend of controlled pacing and strategic timing—especially around payday—enabled the brand to exceed its redemption target while maintaining healthy claim and authentication rates.
These results solidified Pepsodent’s value-offer strategy as a powerful lever for driving volume in competitive FMCG categories. The campaign equipped Unilever with actionable insights to scale future retail activations with greater precision and efficiency.
