The challenge
CDR had an awareness problem in reverse: everyone knew the brand, and almost no one was thinking about it. Bone health is a category people ignore until it hurts, and a heritage supplement brand can quietly slide from trusted to invisible. Ramadan raised the stakes and the opportunity at once. Fasting changes eating patterns, energy levels, and exercise routines for millions of Indonesians, which makes it the one month when the country genuinely rethinks its health habits.
The brief was to make CDR part of that conversation again, and to do it in a way that showed up beyond the feed. Reach alone was never going to be the measure. The brand needed evidence that renewed attention was translating into behavior: people checking their bone health, and product moving in both general and modern trade.
The strategy
The strategy paired fitness with faith, because Ramadan already changes how Indonesians think about both. Instead of running a product campaign about calcium, we built a community movement about staying strong while fasting. Ade Rai, one of Indonesia's most recognizable fitness figures, anchored the idea with credibility no script can buy, and a network of 50+ influencers carried it into their own communities, each in their own voice.
The reframe mattered: bone health stopped being a message about aging and became a message about strength you keep.
The execution
Execution ran across three connected layers, each feeding the next:
- Campaign content built around workouts, routines, and nutrition adapted to fasting, with Ade Rai at the center.
- An influencer network of 50+ creators localizing the idea for their own audiences instead of repeating one script.
- Offline bone checks that turned attention into a concrete health action, with 27K checks completed during the campaign.
The layers were sequenced to reinforce each other. Campaign content set the idea, the creators made it personal, and the bone checks gave audiences somewhere real to take it. Because retail was part of the same plan, the demand the campaign created had somewhere to land.
The results
The campaign delivered documented movement at every layer, from media reach to retail sell-out. These are the verified numbers:
| Metric | Result |
|---|---|
| Media reach | 38M+ |
| Impressions | 318M+ |
| Offline bone checks | 27K |
| Sell-out, general trade | +16% |
| Sell-out, modern trade | +38% |
| Transactions | +17% YoY |
| Creator network | Ade Rai + 50+ influencers |
What made it work
The campaign joined a moment that already existed instead of trying to manufacture one. Ramadan was already changing how people thought about their bodies; the work simply gave that shift a credible voice and a useful next step. Our honest read: the 27K bone checks are the number we value most. Impressions tell you people saw the campaign. Twenty-seven thousand people letting a brand measure their bone density tells you they believed it.