The Campaign

Initiated with the findings that 64% Indonesia women hesitate to chase their dreams, Fair & Lovely sees the urgency to empower these women to have better future. Fair & Lovely helps young women facing the society’s low expectations and stereotypes towards them and give them access to education and employment. It enables women to be self reliant through two routes. 1. Inspires provoke attitudinal change among young women to overcome their inner hesitation to pursue their dreams 2. Give Access Fair & Lovely Bintang Beasiswa helps 50 students to continue their higher education by funding their tuition fee and giving self capacity building to build their confidence and soft skills in order to prepare them post-graduation.

Creative Execution

The campaign started by seeding the initiative through TV and digital, inviting audience to share their dreams, followed by scholarship-application for higher education. TVC and digital-video portrayed the women’s life-crisis and restlessness, yet motivating them to take a brave-step for better future. Finally, school activation roadshow to inspire girls not to settle for less, and emphasize the importance of pursuing their dreams. Fair&Lovely worked with NGO-Hoshizora foundation to reach Indonesian-girls and execute the scholarship-program, to demonstrate commitment to help women pursue their dreams. Reach and awareness are built through BBM, which has high-affinity to Indonesia-low-economic-class audience and facebook as biggest social-media-platform. ULTRA-Programatic-platform is used to avoid reach duplication. Fair&Lovely partnered with 25 influencers to post on this movement to create buzz and relevant content, collaborated with publishers to generate native articles around education and motivation for females to realize their full potential and wrap it in a less branded way.

a. Evaluation This campaign reach more than 17 million audience, exceeding KPI of 15 million in multi mobile platform. Simultaneous post from 25 KOL in 3 days received 308,000 engagements. Articles were read by 141,000 viewers, with 205,000 social shares. While mobile ads has total 65.2 million impression. Result was 200% higher than expected target and generated talkability for the cause. In total there were 200 valid participants for scholarship application, and 50 scholarships were granted. b. Market Impact Overall perception towards the brand is increasing post-campaign, strengthening association on ‘brand that increases your confidence’ which increased by 5%. Not only Fair and Lovely overall brand equity continue growing in relevance and conviction; market share is growing strong post-campaign. With this strong support from consumers, Fair & Lovely is expected to make this program even stronger next year.

TV and mobile remain as important mediums to reach women in low income class. Therefore TV plus mobile led strategy will be a key to connect and engage with audience. Mobile not only increments the TV reach in cost effective manner, it also helps to drive call-to-action for the program. To reach this audience, mobile strategy is targeted to smartphone and featured phone which was delivered via top-5 social media application Blackberry Messenger and Facebook, combined with support from telco providers. To build up the inspirational content, Fair & Lovely partnered with Indonesian top digital publishers and influencers to post native content in their social media page.