Procter & Gamble: Rejoice Teman Perjalanan Hijrahmu

Rejoice, a shampoo brand owned by P&G, targeted hijab-wearing women in Indonesia with its hijab shampoo and positioned itself as a brand that understands their daily struggles.

Campaign details

Brand: P&GAgency: P&G

Strategy

Objective

Rejoice Teman Perjalanan Hijrahmu ultimate strategic objective was to increase market share through being more connected with our target audience (Hijabers). Rejoice target audience perceived that Rejoice brand was not able to meet their emotional needs as Hijabers and that Rejoice was not truly understanding their daily challenges as Hijabers. Rejoice's Teman Perjalanan Hijrahmu campaign success measures were: share increase versus the previous year, number of engagements with the campaign, and positive sentiment from target audiences.

Hijab Shampoo needed to gain engagement among Hijabers. Since Indonesia is a predominantly Muslim...

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