Spikes Asia

CRAFTED FOR SOCIAL

R/GA, Singapore / UNILEVER / 2016

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Overview

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Credits

Overview

Background

Citra is the leading naturals hand and body lotion in Indonesia and Thailand for 30 years. To stand apart in an increasingly crowded marketplace where copycat brands have started mimicking our communications, we wanted to make our consumers remember and appreciate the extensive craft and expertise that goes into our products. With our consumers mostly online these days, Citra saw the opportunity to build brand love and drive deeper engagement using Facebook and Instagram as our primary platforms, and leveraging the right influencers to co-create a massive library of content that is persuasive, visually rich and builds belief in our naturals expertise and philosophy of “Crafted from Nature”.

Execution

We strove for authenticity above all. Instead of placing our influencers in artificial sets and forcing them into unnatural acting roles, Citra integrated their workplaces and personal craft philosophies into our TVC, web film and social narratives after an extensive interview process to create a true, authentic partnership that resonates intuitively with women. Over a year, we worked with them to create a library of creative assets — nationwide TVCs, web films, occasion-led pieces, always-on social posts and collaborative giveaways — that we seeded on Facebook and Instagram as regularly scheduled content. The strategy of drawing parallels between different crafts and the careful cross-pollination across Citra and influencer channels across the year generated scale and repeat engagement that helped consumers understand better and in-depth about Citra’s craft, and renewed their belief in our superior ingredients and formulations.

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