A. Campaign Background
As the forefront of the Halal Beauty Industry, Wardah is committed to spread usefulness and empowering users to make a meaningful impact. Our primary goal currently is to heighten brand awareness while maintaining strong presence during Ramadan through the influential #BersamaLebihBermakna Movement. We aim to cultivate customer preference and ultimately triumph in sales.
However, a challenge arises due to the proliferation of local beauty brands and the dominance of major players in the Female Skin Care category. This makes it arduous to captivate the audience and steer them towards serious consideration and conversion.
Nevertheless, through strategic marketing initiatives and precise media placement, particularly in association with Ramadan-related engagements, our brand awareness as a trusted halal beauty brand remains consistently ahead of our competitors. This is especially notable during the cherished Ramadan moment in March and April, where Wardah still possesses ample opportunities for market growth.
Since Ramadan is a great significant occasion to Indonesians, fierce competition arises as every player across industries strive to provide their utmost offerings to consumers. This then creates a highly competitive festive atmosphere.
Seizing the moment, we embarked on an advertising campaign across various digital platforms, emphasizing our position as the trailblazer in the realm of Halal Lifestyle. Our goal is to establish the utmost relevance and secure a significant presence during the sacred period of Ramadan.
Wardah aims to engage with women between the ages of 18-44 throughout Indonesia, who fall within the ABC socioeconomic status bracket. They are people who have a keen interest in skincare, make-up, and embrace the concept of Halal Lifestyle. Wardah categorizes these individuals as modern, progressive, active and trusted experts in the realm of beauty, affectionately referring to them as brave beauties.
B. Creative Strategy
To solidify the brand equity and establish top-of-mind talkability, we need to portray the power of simple acts of kindness performed collectively. As Indonesia is facing the threat of recession as a consequence of the global pandemic, people often prioritize their own needs over caring for others
Source: Paragon – Wardah
As Indonesia has the largest Muslim community in Southeast Asia, this festive season is of great significance. As a brand upholding the concept of Rahmatan Lil Alamin, we present a short film depicting a woman’s journey of rebuilding her business after facing the obstacles caused by pandemic.
#BersamaLebihBermakna campaign will have 360-degree marketing approach. To connect with audience, we deploy the campaign story through digital channels, including YouTube, META, TikTok & Twitter.
We also share heartwarming content in the form of the Heart-to-Heart series, with influential figures such as Nagita Slavina, CItra Damayani and Trini Midiati, who share their inspiring stories of kindness and usefulness to others. Furthermore, Wardah expands the blessing by creating the #BersamaLebihBermaknaMovement, inviting the audience to share their journey of usefulness through communities across the country.
C. Execution
In this campaign, we devised a comprehensive mobile-integrated strategy that encompassed our owned channels, including META, TikTok and Twitter. Complementing this approach, we leveraged mobile ads and collaborated with influencers to amplify our main content on YouTube
Source: Paragon – Wardah
D. Business Impact
As a result of implementing this campaign, we have seen significant improvements in Wardah’s overall GMV and brand health.
- Online sales almost doubled
- Market share growth with positive value growth (7%)
- Increasing level of consideration and spontaneous awareness
- Increment of “regular usage” from the period of campaign till one month after the campaign (10% increment point)
Source: Paragon – Wardah
The aim was to enhance campaign advocacy and elevate brand awareness through the creation of a concise and compelling message. This message was designed to effectively convey the purpose and value of the #BersamaLebihBermakna campaign, capturing the attention and engagement of the target audience.
Through all support of creative in Ramadan campaign, Wardah successfully on reaching:
- 40M of target audiences
- 4K Leads submission story
- 85M video views across YouTube, Instagram and TikTok with 40% of view-through rate (VTR%) from paid ads
E. Market Impact
Wardah has experienced remarkable growth, nearly doubling its performance over the normal period and outpacing the growth rate of the cosmetics industry. Wardah’s success is a shining example of the critical importance of effective investment in branding, even during periods of low category growth and consumer sentiment.
Wardah’s branding and communication efforts have been widely recognized as exemplary in the field of Islamic marketing. Creating a successful brand and communications strategy around religious values and occasions such as Ramadan presents unique challenges, as the meaning of Ramadan remains consistent from year to year.
However, with the #BersamaLebihBermakna campaign, Wardah has reinvigorated its thinking and maintained a strong presence during Ramadan. As we believe, every Ramadan is an opportunity for self-improvement and caring for those around us.
In addition, Wardah has effectively dominated the conversation with the phenomenal impact of the #BersamaLebihBermakna campaign. It has grown significantly compared to last year’s Ramadan campaign, #BersamaHidupkanHarapan.
