Why is this work relevant for Integrated?

Because it contains multi mediums and channels that integrate throughout the campaign. From TV Spot, Prints, digital, online event, and PR.

Background

Despite Wardah's success story of being the triumph of a local challenger brand in the past 25 years through its consistency in Halal Beauty positioning, Wardah as Market Leader in Halal Makeup and Skin Care category is currently facing a significant decline in its market share. Wardah was considered passive beauty, outdated, and less interesting compared to other competitors. The Brief How to communicate better by revamping its Brand proposition and being preferred by our target audience. The Objective While still maintaining the timeless rooted personality that Wardah has built in the past 25 years, but bold and dare enough to be perceived as progressive. After all, Wardah always believes in beauty that is actively useful to society.

Describe the creative idea

Beyond business needs, we dig into the insight that our hijab-wearing women are facing: their need to actualize themselves. Our answer is to lead by example. So we revamp Wardah's Brand personality starting by tackling the hijab-wearing stereotype. We established a new personality so-called the Brave Beauties. Started by revamping the Brand look from demure beauty to becoming bold, expressive, non-judgmental, proactive beauty. Then Wardah moved on to recognize, acknowledge and inspire women –The real-life Brave Beauties who have created movement in society. We expand and take the extra miles to elaborate the Beauty Moves You campaign idea to real movement by inviting leading woman figures in the country & Education Minister to collaborate.

Describe the strategy

Our main target audience is women from 18 y.o up to 35 y.o. Yet it expands to every woman who believes in the goodness of halal beauty cosmetics. Approach: To Lead by Example 1. By revamping Wardah's Personality to be a modern version of faithful, thoughtful, engaging, modest, tenacious, brave, generous -unselfish beauty. 2. Introducing the new personality throughout all channels 3. Engage with the audience through events, recognitions, and activation.

Describe the execution

Not only did we work together with the right fashion stylist, fashion photographer, and top directors to create the revamp personality was crucial, we engaged our ads with a wider representation of beauty. Despite pandemic delays, we received the brief in early 2021 and launched the campaign by Social Media content, followed by airing TV Spot at the end of Oct 2021. Some billboards and digital contents are still going on now. Placement - TVC ran on 10 national stations, from Oct-Dec 2021 with a total of 4500 airings. - Social Media from 20/09/21 - 5/11/21 (Instagram, Facebook, & Twitter) - Online Event for 2 days on 30/10/21 - 31/10/21 on YouTubeLive, FaceBook Live, & Vidio - Brave Beauty Film on YouTube - Static OOH on 5 spots from 5/10/21 - 31/03/22 - Digital OOH on 2 spots from 23/10/21 - 31/01/22 1:2 target audience exposed to the campaign

List the results

- 1.951.775 total plays in 2 days - Youtube reaches 17.136.015 viewers - Wardah post reaches 27.064.156 in 6 weeks - Total Digital Impression 46.151.946 (YT, IG, FB, Vidio, Twitter) - 53% higher impressions than the previous months - 300% more new subscribers - 337% higher total chat messages - Facebook Brand Lift Study on Oct - Nov 2021 stated "Modern" perception improved as an impact of Revamp Wardah Beauty Moves You Campaign, strengthening leadership in the category.