The Campaign

In order to help achieve the mission, Zwitsal launched an impressive digital campaign through a YouTube video series and, interactive mobile ads. Zwitsal collaborated with the top 5 mommy influencers of Indonesia including Ayudia Bing Slamet, Andra Alodita, Tara Amels, Tanya Larasati, and Vendryana to develop an emotionally driven online story series. These stories highlighted some of the heartwarming moments shared between a mother and her baby, before the baby’s first birthday. However, the interactive rich media mobile ad unit, which Zwitsal developed proved to be the key differentiator in the digital campaign as it gave mothers the chance to create a moment with their baby in a personalized setting anytime, anywhere. By developing a unique augmented reality experience, it gave mothers and their babies an opportunity to truly experience the 'Zwitsal brand", right in the palm of their hands.

Creative Execution

The Augmented Reality feature used in the ad unit altered how consumers interacted with brands creating an experience like no other. It showing a phone screen featuring where mothers see themselves surrounded by the fun and comforting sight of bath bubbles. Within each bubble, they can see a natural ingredient from Zwitsal’ s baby hair care range. Through the motion sensing technologies of the ad unit, every time they burst a bubble, a new bubble featuring a new ingredient would appear. It redirected them to a page featuring a Zwitsal video. On this page, they were also able to get a discount for Zwitsal in some of e-commerce website in Indonesia. By creating a fun and engaging activity for young mothers and their babies Zwitsal not only raised awareness for their own products but more importantly created a truly joyful and emotional moment between a mother and her baby.

The campaign delivered outstanding results. The augmented reality banner increased engagement by 6% and reached 9.1 million moms, which is 45% of total number of moms in Indonesia. The video series garnered over 5 million and counting on YouTube alone. Overall the campaign was able to increase its market share by 40bps, establishing the shampoo as the market leader. Zwitsal’ s Hair Lotion, on the other hand, saw a 150bps rise in market share in a single month., views on YouTube alone. The campaign had an impressive impact on the market. Zwitsal’ s Hair Shampoo was able to establish itself as a market leader, despite tough competition.

Zwitsal leveraged mobile-first technology, that is, augmented reality to truly bring the Zwitsal experience alive at a time and place most convenient for their consumer. Thus, using this highly immersive ad unit, Zwitsal could not only create a special moment which would remain a cherished memory for a mother and her baby but was also able to communicate the benefits of using the Zwitsal Haircare Range through this ad unit. Zwitsal leveraged mobile-first technology, that is, augmented reality to truly bring the Zwitsal experience alive at a time and place most convenient for their consumer. Thus, using this highly immersive ad unit, Zwitsal could not only create a special moment which would remain a cherished memory for a mother and her baby but was also able to communicate the benefits of using the Zwitsal Haircare Range through this ad unit.