The Campaign

We wanted women to not make a choice between their societal expectations and their personal ambitions. And to do that we needed to cut through all the questions that raise self-doubt, judgement and insecurity when it comes to taking on more than one role. So, we articulated our campaign idea with one question that mattered more than all the others she faced every day; “Siapa Bilang Gak Bisa” or “Who says we can’t?”. The campaign features and celebrates women who play dual roles with ease and panache. The duality stories of women from various walks of life; a woman who plays the role of a mom and a dad, scholar and a singer, a mom and a Rockstar, were the fuel women in Indonesia needed to share their own stories.

Creative Execution

We orchestrated a plan that would turn a simple question into a nationwide conversation. First, we seeded the all-important question of “Who says we can’t” with KOL’s and Pantene brand ambassadors asking their followers about what stops them from achieving their dreams. We fueled the conversation further with PR articles, conversation segments on Indonesia’s biggest TV talk show, “Hitam Putih” (black & white). The song was featured on music platforms like radio, iTunes, Joox, Spotify and YouTube, adding to its popularity. Anggun performed the song in a sing along format at RCTI’s (TV channel) 29th anniversary. We also got Indonesia’s Oprah, Najwa Shihab to interview Anggun in a heartfelt interview to delve deeper into the story of her duality. And finally, Pantene KOL’s and their stories were featured on the cover of Femina magazine’s 10th anniversary edition

In a mere week, this statement has cascaded into a nationwide phenomenon, with women across the country finding & lending support as well as becoming headline acts of the campaign. In just 3 weeks of launch that campaign garnered over 1.4 million organic posts on Instagram alone. The anthem has been viewed over 6 million times so far, achieving the best in class VTR of 39.6% over the industry benchmark of 25%. And the song has been streamed over 6 million times on iTunes, Spotify and Joox. The TV episode on “Hitam Putih” was supported by additional content on YouTube which has been viewed over 2 million times. The campaign garnered an ROI of 1:16 in just one month and has so far achieved 127 million impressions. Moreover, the campaign achieved the lower ever CPV of IDR 90 v/s the industry benchmark of IDR 266.

What began with a song, cascaded into an anthem that sparked a nationwide conversation. And it was the orchestration of the media and the support from the KOLs that allowed for the brand message to become a conversation that women around the country could call their own. The choices made for media and the subsequent interviews and selection of KOLs were designed in a way to further the story that we wanted to convey with the campaign idea.

Insights, Strategy and the Idea

We are talking to all women in Indonesia who have ever been asked a question that forced them to make a choice between what they want and what is expected from them. Who better to deliver the message of self-belief than our own brand ambassador, Anggun, the face of Indonesia to the world. We collaborated with her to encapsulate the brands message of not having to make choices in a song. She dug deep into her own personal story of being an icon on the world stage and yet being the best mother to her daughter. Stories like hers, became the heard of the campaign, and transformed the song from a brand’s message to an anthem that resonated with millions of Indonesian women embraced as a narration of their own life stories.