Background

ZOYA wanted to launch their 2020 collection through a campaign that empowers women and become a brand women are proud to wear.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Indonesia’s Muslims make up the majority of the population. But there’s a certain stereotype surrounding muslim women who wear hijab: their modesty is often attributed to being too conforming, less powerful, and oppressed. People expect them to behave in certain ways: modest, kind, conservative, invisible. But in reality, a there are a lot of muslim women who lead and are outspoken and inspire other in their own ways. So we created our first campaign for Zoya, one of Indonesia’s biggest muslim fashion brands, to show more of the reality and empower all hijabers in Indonesia to be fearless and confident in the choices they make to be who they are. We want to give them their power and voice back with the message #AmbilPilihanmu (Make Your Choice). It’s time for all Indonesian muslim women to stand up for what they believe in and shine as the best version of themselves and not have to fit inside a narrow mold the society makes for them.

Describe the creative idea

So we created our first campaign for Zoya (One of Indonesia's biggest muslim fashion brands) to empower all hijabers in Indonesia to be fearless and confident in the choices they make to be who they are. We want to give them their power and voice back with the message #AmbilPilihanmu (MakeYourChoice): You’re a single mom with 2 kids? That’s awesome, keep up the good work! Still single and pushing 30? So what?! For the original version (in Bahasa), we start this campaign with posts on Social Media & then continue all over Indonesia through print, billboard, PoSM, microsite, & On-ground activation. It’s time for all Indonesian muslim women to stand for what they believe in and shine as the best version of themselves.

Describe the strategy

Indonesia is a modern, developing country with the largest Muslim population in the world. A country where freedom of expression is celebrated and diversity is embraced. But for women who wear hijab, they are still unable to express themselves fully and breaking out of the mold others have created for them. So we created a campaign to empower all hijabers in Indonesia to finally to be fearless and confident in the choice they make to be who they are. Our Message: Make Your Choice. With ZOYA Fearless Selection - a collection of our best hijabs for the most confident and fearless women out there: You’re a single mom with 2 kids? That’s awesome, keep up the good work! Still single and pushing 30? So what?!

Describe the execution

We launched the 2020 collection as The Fearless Selection: a collection of the best hijabs that give you confidence to be you. Before the launch, we started a conversation on social media, getting our followers to choose between stereotype and the truth. Most of our followers chose the unexpected answers, confirming that the stereotypes are wrong. Then, we launched The Fearless Selection through a web video. The conversation snowballed into something bigger than we ever imagined.

Describe the results / impact

People spoke up and shared there thoughts and opinions on social media. The comments we received debunked the outdated view towards hijabers. From simple choice questions, we started a conversation bigger than we imagined. Inspiring not only hijabers, but also the rest of Indoneia. The campaign gave us a 300% increase in engagement and the Fearless Selection were sold out.