The Campaign

Objective: Promote Citra Hand & Body Lotion online Target: Girls aged 13-16 Mandatories: Brand proposition of 'making good first impressions’ Campaign overview: Brand and digital agencies worked in close collaboration to create a fully-integrated campaign. Consumers were introduced to the campaign storyline in the TVCs, then led online to get involved and collectively determine the ending of the story, and even win a role in the final TVC where the story would conclude.

Success of the Campaign

From December to April: - 158,274 total site visitors, with over 1 million page views on www.kesanpertama.net - 17,217 registered online members, with 5,562 animated journeys completed - 3,624 product barcodes submitted for contest participation - 2,463 'first impression stories' submitted - 10 minutes average time spent on the site, indicating significant interaction and brand exposure The campaign was a tight ATL-digital-ATL integration from start to end, successfully breaking into a new market of urban teen girls by engaging them at key touchpoints and driving sales at the same time.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Launched with TVCs introducing our protagonists (The Chikitas) who face challenges trying to make ‘good first impressions’. Each ad was 'unresolved', inviting viewers to help find a good resolution at www.kesanpertama.net There, users helped The Chikitas through exploring a virtual social environment, and learning about making good first impressions. To explore, users create avatars that could be exported as social media profile pictures, helping us leverage their social networks – itself an avenue to make first impressions – and to attract even more traffic. Participants could win prizes, the biggest being a role as the new Chikita in the final TVC with an ending decided collectively by users themselves.