Fair and Lovely wanted to target young women of lower income class. Just like most young Indonesians, they want to make a better life for themselves, but bound by economic and social limitations, research shoes that 64% Indonesian women hesitate to chase their dreams pressured to stay within stereotyped gender roles. Women are expected to de-prioritize career, get married and manage home. It usually means exclusion from education, wealth and policy making.

Through this campaign, Fair & Lovely wants to help women break the boundary in achieving higher education to have a better future.

Fair & Lovely is a new and growing brand in Indonesia. This campaign particularly would like to build association among target users by increasing attribute ‘helps women achieve better future’ that would strengthen both Fair & Lovely brand equity and market share.

The campaign started by seeding the initiative through TV and digital, inviting audience to share their dreams, followed by scholarship-application for higher education. TVC and digital-video portrayed the women’s life-crisis and restlessness, yet motivating them to take a brave-step for better future. Finally, school activation roadshow to inspire girls not to settle for less, and emphasize the importance of pursuing their dreams.

Fair&Lovely worked with NGO-Hoshizora foundation to reach Indonesian-girls and execute the scholarship-program, to demonstrate commitment to help women pursue their dreams.

Reach and awareness are built through BBM, which has high-affinity to Indonesia-low-economic-class audience and facebook as biggest social-media-platform. ULTRA-Programatic-platform is used to avoid reach duplication.

Fair&Lovely partnered with 25 influencers to post on this movement to create buzz and relevant content, collaborated with publishers to generate native articles around education and motivation for females to realize their full potential and wrap it in a less branded way.