Campaign details
Brand: Unilever / Fair & LovelyLead Agency: Mindshare IndonesiaRegion: Indonesia
Strategy
Objective
Fair & Lovely wanted to engage non-category users, typically Females aged 15-25 from lower SEC and rural cities of Indonesia. While we could easily reach these users via TV and Dangdut TV Show, the objective was to go beyond 'reach' and drive 'engagement' against a background of limited digital access.
Target Audience
Rural markets constituted a significant growth opportunity for Fair & Lovely. For the brand to unlock this opportunity, it was imperative that it reached its communication to this large...