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Vixal, a trusted bathroom cleaner by Unilever, partnered with Grivy to strengthen brand preference and accelerate household conversions across Indonesia. By integrating Alfamart and Indomaret along with their digital platforms, Alfagift and Klikindomaret, the campaign delivered a true omni-channel experience that reached consumers both online and offline. This seamless digital-to-retail journey ensured that households could easily access attractive value offers, stimulating trial from competitor brand users and reinforcing loyalty among existing buyers. The campaign successfully delivered strong consumer trials, high redemption rates, and measurable uplift in brand equity, setting a new benchmark for category growth while equipping the brand with valuable first-party data to fuel future strategies.
Reinforcing household cleaning leadership
Vixal is one of Indonesia’s most established bathroom cleaner brands. The brand sought to re-engage loyal consumers while winning over non-users, especially young households managing daily cleaning routines. Leveraging Grivy’s integrated technology, Vixal built a powerful omni-channel journey from digital engagement to retail redemption. The campaign further enhanced its impact with customized survey questions integrated before the offer claim, enabling Vixal to understand consumers’ current cleaning behaviors—whether they use only water, other products, or already rely on Vixal. This not only amplified awareness and trial but also provided first-party insights to fuel sharper targeting and reinforce its leadership position.
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Strengthening presence with omni-channel precision
Unilever’s primary objective was to reinforce Vixal’s leadership in the bathroom cleaner category, stimulate purchase intent, and drive incremental sales at scale. The campaign strategically targeted both loyal users and competitor brand users, offering value-driven promotions across Alfamart, Alfagift, Indomaret, and Klikindomaret. By integrating customized survey questions before voucher claim, Vixal was able to not only maximize reach and conversions but also collect valuable first-party insights on consumers’ bathroom cleaning habits to shape future strategies.
A seamless omni-channel journey with consumer insights.
Omni-channel journey unlocking loyalty and insights
The campaign resulted a strong redemption outcomes and a significant lift in brand equity. By combining digital-to-retail offers with consumer surveys, Vixal was able to win over competitor users, deepen loyalty among existing buyers, and gather actionable insights for long-term growth.
In collaboration with Grivy, Vixal not only achieved its sales and engagement targets but also unlocked valuable consumer insight to guide sharper strategies and fuel sustainable category growth.
