CHANGING THE ANTI HAIR-FALL COMMUNICATION MARKET

BACKGROUND

It becomes a big challenge in communicating anti hair-fall shampoo to Hijabers as these shampoos can’t show their real issue due to religious reasons. Thus it becomes less relevant to these Hijabers. As the leading Indonesian shampoo, Lifebuoy needs to change the game.

BRAND SOUL

Kuatkan Kilau Keluarga Sampo Lifebuoy (Strengthen The Shine of Lifebuoy Shampoo Family)

MY ROLE

I was a part of the strategy development up to production stage and delivery of the material alongside with my junior Account Executive.

SOLUTION

We dig deep to the root problem of these Hijabers when it comes to wearing Hijab: Scrunchies. Communicating the core problem of these Hijabers and relating to the product builds greater relevance with our Hijabers target audience.

RESULT

With the launch of the TVC, Lifebuoy Anti Fair Hall SKU maintained its penetration thus resulting the fast growing sales in Q2 (June 2020) compare to other Lifebuoy’s SKUs.