The Campaign

Instead of casting a pretty face or over-endorsed beauty gurus to film yet another TVC that shouts end functional benefits like “10X lighter!” like everyone else, we partnered with established renowned craftswomen who share the same creative approach, passion and expertise as Citra. Taking these influencers to the source of where Citra’s natural ingredients like Bengkoang and Akoya Pearl are found, through their eyes we shared for the first time to the public our harvesting rituals and processes. In the content created, we drew clear and persuasive parallels between our influencers’ craft and our craft that we further cross-pollinated on our social channels as well as our influencers’.

Creative Execution

We strove for authenticity above all. Instead of placing our influencers in artificial sets and forcing them into unnatural acting roles, Citra integrated their workplaces and personal craft philosophies into our TVC, web film and social narratives after an extensive interview process to create a true, authentic partnership that resonates intuitively with women. Over a year, we worked with them to create a library of creative assets — nationwide TVCs, web films, occasion-led pieces, always-on social posts and collaborative giveaways — that we seeded on Facebook and Instagram as regularly scheduled content. The strategy of drawing parallels between different crafts and the careful cross-pollination across Citra and influencer channels across the year generated scale and repeat engagement that helped consumers understand better and in-depth about Citra’s craft, and renewed their belief in our superior ingredients and formulations.

Within one month of the campaign, our brand engagement grew by 84%, and we gained 398% in new Instagram followers, and doubled that in the next month. Our campaign reached 13.1 million women and brand engagement increased 6x compared to the national average. We also because the #1 most loved brand in Indonesia, our largest market.

The target audience is different for Indonesia and Thailand — requiring separate casting approaches to craft-based influencers. In Indonesia, women who are equally successful in their career and families are the most aspirational and credible; whereas in Thailand, it’s the women who dare pursue their dreams while her friends are still in school who are most aspirational. For Indonesia, we partnered with Ria Sarwono, founder of top fashion brand Cotton Ink and a young mom from an illustrious family, and Rani Tachril, founder of Alenka and Mago. For Thailand, we worked with Teaw, Co-Designer of jewelry firm T.TWINKLE to endorse Citra. These three influencers have a strong social presence on Instagram and Facebook, which are key engagement platforms for both countries, which we tapped into as part of a cross-pollination strategy to drive engagement and amplify our message.