Fair & Lovely: Democratising Education for Women in Indonesia

Ayida Sulfa, Mikhal Anindita

Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.

Campaign details

Brand: Fair & LovelyBrand owner: UnileverAgency: Mindshare IndonesiaCountry: IndonesiaIndustries: Skin care, sun protectionMedia channels: Email marketing, Mobile & apps, Programmatic display, Social media, TelevisionBudget: Up to 500k

Executive summary

Democratising opportunity through education

Fair & Lovely (F&L) wanted to empower women with education and skills to help them pursue their dreams. To address those points, F&L used two approaches: Inspire and Give Access.

Through Inspire – F&L created attitudinal change among young women to overcome their inner hesitation to pursue their dreams.

Through Give...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands