Unilever Indonesia Foundation 10th anniversary media coverage and PR value

10th Anniversary
Unilever Indonesia Foundation
Media Coverage and PR Value

April - December 2010

Prepared by Stratcom for Unilever
Indonesia Foundation

Background

• PT Unilever Indonesia Tbk, which has been operating in Indonesia
for more than 77 years, is committed in creating a better future in the
community.

• Established 10 years ago, Yayasan Unilever Indonesia (Unilever
Indonesia Foundation) operates under the three pillars that focus on
environmental programs, public health education, as well as
promoting small and medium-sized businesses.

• Yayasan Unilever Indonesia also want to invite the community to
pledge to take a small yet inspirational step to make positive
changes in their everyday lives and inspire others to do the same.

Background

• This document presents a nine-month report of Yayasan Unilever
Indonesia (YUI) ’ s public and media relations conducted by
Stratcom Indonesia

• Purpose of Review:
 Evaluate all PR activities accomplished
 Find out where we are to date
 Discover where we are heading

• Media coverage analysis was carried out using qualitative and
quantitative measurement of media clippings from April – December
2010

Communication Objectives

To increase the
To invite the
community’s
community to
awareness that PT
pledge to take a
Unilever Indonesia
small yet
has been carrying
inspirational step to
out social
make positive
responsibility
changes in their
activities in the
everyday lives and
social, economic
inspire others to do
and environmental
the same
fields

Executive Summary

• YUI has built good media relations with targeted publications including
general, business, parenting, teens, health, and women’s publications. This is
indicated by continuous YUI’s articles appeared in the publications throughout the
period. From April – December 2010 out of 32 media events, Yayasan Unilever
Indonesia has received 366 direct mention articles and 3 unbranded articles.

• YUI has built strong appearance in various publications including
general, business, health, teens, women and parenting publications, as indicated by
the stable number of media coverage with an average of 40 articles per month.

• Kompas, Antara, Harian Pelita, HE
The frequent publications, including
Neraca, Seputar Indonesia, and Investor Daily
• These articles worth a commercial value of Rp 16,670,935,000 (USD 1,938,480).
With a media campaign investment of Rp 708,310,687 (USD 82,362) (executive
fee, OOPE, third party cost)This is a 2,254 percent return on investment or more
than 22 times.

• Key message inclusion are outstanding for the overall events with the score of 9.07

SMALL MEDIA AUDIT

In the end of the program period, Stratcom conducted small media
audit to journalists from six media in order to find out their opinion
and perception about YUI. Those media were Media Indonesia,
Republika, Koran Seputar Indonesia, Jurnal Nasional, Pelita, and
Antara. The result from the media audit can be used as point of
improvement in the future.

WHAT THEY SAY ABOUT YUI IN GENERAL

“YUI memiliki 4 tugas
“Lingkup kegiatan YUI
pokok di bidang
adalah untuk
“Sebuah yayasan kesehatan, lingkunga
menginspirasi &
yang menangani n, pertanian dan
merubah masyarakat
kegiatan CSR PT bantuan
membawa perubahan
Unilever.” kemanusiaan.”
yang lebih baik dalam
Nunik, Jurnal Wisnu, Media
aspek
Nasional. Indonesia.
lingkungan, sosial, dan
ekonomi.” Evi, Harian
Umum Pelita.

“YUI memberikan
bantuan sosial
“Kegiatan YUI “Saya lebih banyak mengenai
umumnya merupakan mengetahui Unilever pengetahuan makanan
kegiatan yang secara korporat sehat dan
berkaitan dengan dibandingkan YUI bergizi, AIDS, lingkung
tanggung jawab secara khusus” an sosial dan anak.”
masyarakat.” Arief, ANTARA Desy, Republika
Inggrid, Koran
Seputar Indonesia.

Key Findings

ISSUES RELATED TO YUI
The most popular YUI issues are: plastic waste recycling through Trashion program, black
soy bean farmers empowerment, public health and nutrition, campaign to stop hunger,
Stop AIDS movement, and global warming campaign through Langkah Kecil program.

IMAGE ABOUT YUI

YUI through its social activities has created a very good image in the society. YUI is seen
as a part of PT Unilever Tbk.

YUI PERFORMANCE COMPARED TO CSR FOUNDATIONS OWNED BY CONSUMER GOODS
COMPANIES

The media is aware that the other consumer goods companies have similar CSR activities
with YUI, for example Kimberly Clark, Johnson & Johnson, Coca Cola, Nestle, Frisian Flag,
Danone Aqua, Indofood, Sampoerna and Djarum. However, YUI stands out among the
other companies in terms of CSR activities since it has uniqueness which distinguish it
from what other companies do. The uniqueness comes from YUI four pillar programs.

Key Findings

YUI CONTRIBUTION TO THE SOCIETY
The media think that YUI gives big contribution to the society. However, there is still many
rooms for improvement such as to increase the information and publication, to escalate its
activities coverage to other areas, to keep its sustainability, and to increase the CSR
budget. YUI also needs to reach out to urban people living in slum area and to find out the
best practice to encourage them in participating YUI activities.

YUI INTERACTION WITH THE MEDIA
YUI is opened for any information and let the media ask any questions related to YUI
activities whenever the media forum or press conference being held. The media also often
get additional information from Stratcom.

Activities Recap
April – December 2010

ACTIVITIES RECAP (YUI Overall)

YUI 10th Anniversary Media
Launch and Exhibition on April
7-11, 2010
ACTIVITIES:
• Media conference
• Event management
• Concept development, execution for exhibitions
RESULT
• The media launch attended by 35 media
• The Duta Aids Talk show attended by seven
media
• The Trashion Day Talk show attended by three
media
• Coverage appeared in 35 media
outlets, generating 39 direct mention articles
and 2 unbranded articles
• Commercial value of Rp 1,109,250,000 (USD
128,982)
• Return on Investment 680%
• Qualitative measurement 8.97 (very good)

ACTIVITIES RECAP (Environment Pillar)

Trashion Inacraft on April 25,
2010
ACTIVITIES:
• Development and distribution of photo
release (post-launch)

RESULT
outlets, generating 3 articles
• Commercial value of Rp
53,625,000, (USD 6,235)
• Qualitative measurement 9.00
(outstanding)

ACTIVITIES RECAP (SME and PHE Pillar)

SME and PHE Media Trip to
Yogya and Pacitan on April
27-28, 2010

ACTIVITIES:
• Liaison with Antara Foto for the photo
journalists to be invited
• Two Stratcom staff members assisted the
trip

RESULT
• Attended by 22 journalists from 21
targeted media outlets
• Commercial value of Rp 1,489,865,000
(USD 173,240)
• Return on Investment 2,090 %
(outstanding).


Makassar Green and Clean
on May 2, 2010

ACTIVITIES:
• Photo release dissemination

RESULT
• Coverage appeared in 5 media outlets
and generated 7 articles
• Commercial value of Rp 172,925,000
(USD 20,107)
(outstanding)


Employee Volunteerism Kick
Off on May 17, 2010

ACTIVITIES:

RESULT
(USD 3,488)
• Return on Investment 567 %
(outstanding)

ACTIVITIES RECAP (PHE Pillar)

Media Visit Jakarta Stop
AIDS on May 26, 2010

ACTIVITIES:
• Liaise with Yayasan Cinta Anak Bangsa for
program information
• Liaise with Antara for photo competition.
• Accommodated media queries during event
• Two Stratcom staff members assisted the event

RESULT
• Attended by eight targeted media
• Coverage appeared in 9 media outlets and
generated 10 articles
• Commercial value of Rp 322,537,500 (USD
37,504)
• Return on Investment 6,352%
• Qualitative measurement 9.03 (outstanding)


Humanitarian Aid in Padang
on May 27, 2010

ACTIVITIES:

RESULT
(USD 10,465)
(outstanding)


Media Visit Jakarta Green
School on May 30, 2010

ACTIVITIES:
• Liaise with third party suppliers
(venue, photographer)
• Accommodated media queries during
event
• Four Stratcom staff members assisted
the event

RESULT
• Attended by 11 targeted media, both local
and regional
(USD 61,209)
• Return on Investment 6.924%
• Qualitative measurement 8.65 (very
good)

ACTIVITIES RECAP (PHE and Environment Pillar)

PHE and Environment Media
Trip to Medan on June 7-8,
2010
ACTIVITIES:
• Refinement of media kit
• Liaison with Antara Foto
• Assistance during media interview on site
trip
RESULT
targeted media outlets
(USD 207,987)
good)


Jakarta Green And Clean on
June 27, 2010

ACTIVITIES:
event

RESULT
outlet, generating 1 article
(USD 1,744)
(outstanding)


June Media Relations

ACTIVITIES:
• Story pitch and assisting in media queries

RESULT
outlet, generating 1 article
(USD 22,674)
good)

ACTIVITIES RECAP (SME Pillar)

Pacitan Farmer Field Day on
July 12, 2010

ACTIVITIES:
• Media release and Photo release
dissemination

RESULT
(USD 40,303)
good)


Pengalengan Humanitarian
Aid July 23, 2010

ACTIVITIES:

RESULT
(USD 10,234)
(outstanding)


July Media Relations

ACTIVITIES:

RESULT
outlet, generating 1 articles
(USD 1,744)
(outstanding)


One Million Safe Schools
and Hospitals Campaign on
July 29, 2010
ACTIVITIES:
• Media invitation
• Three stratcom staff members assisted
the press conference

RESULT
(USD 60,499)
(outstanding)


Jakarta Stop AIDS
Ambassador Gathering on
August 6, 2010
ACTIVITIES:
• Three Stratcom staff members assisted
for the even

RESULT
targeted media
(USD 109,174)
(outstanding)


Kaliboja CSR Day on August
9, 2010

ACTIVITIES:
• Media release and Photo release
dissemination

RESULT
(USD 18,523)
(outstanding)


Breaking-the-fast with media
on August 30, 2010

ACTIVITIES:
• Development of media list
• Development of media
invitation, distribution and media follow-
up
• Four Stratcom staff assisted for the event

RESULT
• Stratcom managed to secure 32
journalists from 25 targeted media


September Media Relations

ACTIVITIES:

RESULT
(USD 168,238)
• Qualitative measurement
9.75(outstanding)


Ngawi Harvest Day on
September 22, 2010

ACTIVITIES:

RESULT
(USD 35,919)
(outstanding)


Ganesha Green Fest Media
Trip to Bandung on
September 24, 2010
ACTIVITIES:
• Two Stratcom staff assisted the trip

RESULT
targeted media outlets, both local and
regional
(USD 49,428)
• Qualitative measurement 8.74(very
good)


October Media Relations

ACTIVITIES:

RESULT
(USD 96,442)
(outstanding)


Jawa Timur Stop AIDS on
October 9, 2010
ACTIVITIES:
• Development of media list (local media)
• Development of media kit

RESULT
outlets, generating 2 direct mention
articles and 1 unbranded article
(USD 8,547)
good).


Trashion Design Contest on
October 10, 2010
ACTIVITIES:
• Development of media list (local and
national media)
• Distribution of photo release
• Three Stratcom staff members assisted
the trip to Bandung

RESULT
• Attended by 2 bloggers and 17 journalists
from 17 targeted media outlets, both local
and regional
(USD 159,964)
(outstanding)


World Food Week on
October 14, 2010
ACTIVITIES:
• Development of media kit.
event

RESULT
• Attended by 9 journalists from 9 targeted
media outlets.
(USD 78,347)
(outstanding)


Nganjuk Harvest Day on
October 19-20, 2010
ACTIVITIES:
• Development of media kit.
• Distribution of photo release (post-launch)
event

RESULT
targeted media outlets, both local and
regional
(USD 86,722)
good)


Climate Change Training
November 01, 2010

ACTIVITIES:

RESULT
(USD 5,233)
good)


November Media Relations

ACTIVITIES:

RESULT
(USD 248,808)
• Return on Investment 23,675%.
(outstanding)


Bandung Green & Clean on
December 4, 2010
ACTIVITIES:
• Development of media list (local media)
• Development of media
invitation, distribution and media follow-
up
RESULT
(USD 6,977)
good)


Healthy Market and Village
in Yogya on December 1,
2010

ACTIVITIES:

RESULT
• Commercial value of Rp, 152,437,500
(USD 17,725)
(outstanding).


YUI Anniversary Big Bang
on December 15, 2010
ACTIVITIES:
• Dissemination of VIP invitation
the event

RESULT
targeted media
(USD 44,955)
(outstanding).


Jakarta Green and Clean
Award on December 15,
2010
ACTIVITIES:
• Development of fact sheet
the event

RESULT
(USD 18,747)
(outstanding)


Unbranded Articles
ACTIVITIES:
• Development of fact sheet
the event

RESULT
• Appeared in 3 media outlets, generating
3 articles
• Two articles discusses about Farhan’s
small inspirational steps, and one article
discusses about the number of people
living with HIV/AIDS in Madiun, East
Java
(USD 11,076)
(improvement needed)

RESULT HIGHLIGHTS

• Out of 32 media events, Yayasan Unilever Indonesia has generated 366
direct mention articles from 126 publications

• All articles appeared in positive tone

• PR commercial value reached Rp 16,670,935,000 (USD 1,938,481)

• Return On Investment of 2,254 percent or more than 22 times.

• Total key message inclusion for the overall events is 9.07(out of a score of
10) which means outstanding.

RESULT HIGHLIGHTS

• During April – December 2010, SME Pillar has received 96 direct mention articles
 These articles worth a commercial value of Rp 3,463,387,500 (USD 402,719) With a media
campaign investment of Rp 157,658,858 (USD 18,332) (executive fee, OOPE, third party
cost)This is a 2,097 percent return on investment or more than 20 times.
 Total key message inclusion is 9.08 (out of a score of 10) which means outstanding
 Top activity: Nganjuk Harvest Day received 25 direct mention articles
• During April – December 2010, PHE Pillar has received 96 direct mention articles
 These articles worth a commercial value of Rp 5,173,195,000 (USD 601,534) With a
media campaign investment of Rp 137,959,504 (USD 16,042) (executive fee, OOPE, third
party cost) This is a 3,650 percent return on investment or more than 36 times.
 Top activity: Hand Washing Day in Medan received 33 direct mention articles
• During April – December 2010, Environment Pillar has received 99 direct mention articles
 These articles worth a commercial value of Rp 5,005,190,000 (USD 581,999) With a
media campaign investment of Rp 313,490,025 (executive fee, OOPE, third party cost) This
is a 1,497 percent return on investment or more than 14 times.
 Top activity: Ganesha Green Fest in Bandung received 19 direct mention
articles

RESULT HIGHLIGHTS

• During April – December 2010, Humanitarian Aid has received 29 direct mention articles
 These articles worth a commercial value of Rp 698,302,500 (USD 81,198) With a media
campaign investment of Rp 16,500,000 (USD 1,919) (executive fee, OOPE, third party cost)
This is a 4,132 percent return on investment or more than 41 times.
 Top activity: Safe School Hospital Campaign received 18 direct mention articles

• During April – December 2010, there are 45 Other Articles that discusses the YUI Kick Off
event, Employee volunteerism, Climate Change Training, YUI Big Bang event, and YUI profile
 These articles worth a commercial value of Rp 2,330,860,000 (USD 271,030) With a media
campaign investment of Rp 116,701,300 (USD 13,570) (executive fee, OOPE, third party
cost) This is 1,897 percent return on investment or more than 18 times.
 Top activity: YUI Kick Off event received 23 direct mention articles

Total Pillar Mention

All pillar received outstanding score
9.08 9.13 9.01 9.31 9.12
outstanding outstanding outstanding outstanding outstanding

Environment pillar received
the most coverage

97 96 99
articles articles articles

SME PHE Environment Humanitarian Others
Aid

45
articles
29
articles

SME PHE Environment Humanitarian Aid Others

Total Pillar Mention

Humanitarian Aid received the highest ROI
4,132%
3,650%

2,097%
1,897%
PHE pillar received 1,497%

the highest commercial value
USD 601,534 USD 581,999

Aid
USD 402,719

USD 271,030

USD 81,198

Aid

RESULT HIGHLIGHTS ANALYSIS

• PHE pillar received the highest ROI compared with the SME and Environment pillar
because most of PHE events were held in Jakarta. The PHE out of town event
usually held along with other pillars activities therefore the cost can be reduced.

• The PHE pillar coverage on the Jakarta Stop AIDS program also appeared twice in
Kompas therefore boosting the commercial value for Rp 1,479,600,000 (USD
172,047)

• Environment pillar received the lowest ROI compared with the SME and PHE pillar
because it had held two out of town event in Bandung, focused only on the
Environment Pillar therefore the cost can not be shared with other pillars.

• The Environment Pillar received most coverage from the Ganesha Green Fest event
because it was a Bandung local event and a lot of Bandung local media wrote about
the event. The Trashion Design Contest event did not received as much coverage
because the event was overshadowed by the Pasar Seni ITB event

RESULT HIGHLIGHTS ANALYSIS

• SME pillars received many coverage from media visit events to local area because
the journalists could meet the beneficiaries in person and had a lot of angles for their
stories

• Humanitarian Aid received the highest ROI compared with all other pillars because
the coverage was a result of photo release dissemination and Stratcom executives
assisting the event

• Safe School and Hospital Campaign received the most coverage from Humanitarian
Aid because it has a strong news value as a part of the World Disaster Risk
Reduction Campaign held by United Nations International Strategic for Disaster
Reduction (UNISDR) and also the event was attended by ministers

• A lot of story pitch articles appeared at the end period of the writing compilation
because the journalists were waiting to have complete information and wrote a
timeless news

Number Of Direct Mention Articles

Trashion Design Contest, World Food
Week celebration, and Nganjuk
Harvest Day

PHE and Medan Green and
70
Clean Media Trip

49
45
43 No media
event, coverage that
34 33 appear were from YUI
32
30 Big Bang and
28
Nganjuk Harvest Day

2

April May June July August September October November December January

Pillar Mention per Month

33 PHE Media Trip to Medan
on June 7-8, 2010 Trashion Design
Contest, World Food
Week celebration, and
Nganjuk Harvest Day
YUI Kick off 27
on April 7- 26
11, 2010

21
One Million Safe Schools
and Hospitals Campaign
on July 29, 2010 SME
PHE
15
14 14 14 Environment
13 13
12 12 12 Humanitarian Aid
11 11 11 11
10 Others
9
8 8 8
77
6
5 5 5
4
3 3
2 2 2
1 1
0 0 0 0 0 0 0 0 0 0 0 000

April May June July August September October November December January

Tone of Article

366 articles

All articles appeared in positive tone

0 0

Positive Neutral Negative

Type of Publications

10 coverage 1 coverage 35 coverage
3% 0,01% 10%

117 coverage Magazine
32%
203 coverage Newspaper
55%
Online
Tabloid
Radio

• Most of the articles appeared in online publication due to many YUI
photo release dissemination which can be accommodated by online
media which has flexibility in time and space compared with print
publications which has those limitations

Photo

27%

18%

73%

82%

Photo Non-photo

Color B&W

• Most of the coverage put photo in the article because YUI usually
disseminate photo release for events that not being covered by the
media
• Most of the photos appeared in online publication therefore they were in
color

STRATCOM Agency ACHIEVEMENT

• Shift of paradigm among journalists

• Balance coverage among all pillars – lead by Environment pillar

• All coverage are generated from YUI driven events

• Most coverage have nationwide impact – appear in nation-wide
publications

Unilever Indonesia Foundation 10th anniversary media coverage and PR value

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