CLEAR: Ayo Indonesia Bisa

Clear, a skincare brand, reached its target audience to grow sales by 5% as a result of its digital-first campaign in Indonesia.

Campaign details

Brand: CLEARLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

Ayo Indonesia Bisa (AIB) has been a flagship campaign for Clear since 2011. Translated to "Let's Go Indonesia!" the focus of the messaging has always been to drive excitement for Indonesia's youth, rallying behind Indonesian sports teams. But in recent years, the sentiment of millenials have shifted. In order to remain relevant to its target market and stay as the leading dandruff shampoo in Indonesia, Clear had to recaliber its communication strategy.

Based on market insights, Indonesian youth with strong influence from social media have...

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