DRAWING SUCCESS:
GARNIER’S #DRAWAT CAMPAIGN WINS BEST SOCIAL BRAND LAUNCH AT HASHTAG ASIA AWARDS
Garnier geared up for the launch of its latest innovation, the Bright Complete Anti-Acne Serum, designed to tackle acne problems head-on. With a primary focus on digital platforms, the campaign aimed for a widespread product introduction. The key goal was to execute a large-scale digital product launch, positioning the serum as the ultimate solution for acne-related concerns.
CHALLENGE
To target primarily women with mild acne, our communication strategy had to be precise and tailored to avoid inadvertently reaching those with severe acne or creating unrealistic expectations. Additionally, the brand introduced the term ‘Drawat,’ short for ‘Drama jerawat’ (meaning acne drama), with the goal of making it a household term to bolster product recognition in everyday conversation.
SOLUTION
Our campaign, centered on #DRAWAT, educated about acne’s ongoing impact and promoted Garnier Bright Complete Anti Acne Serum as the ultimate solution. Leveraging Garnier’s prior success with IDN Event, we merged the online masterclass concept with educational content to secure the Best Social Brand Launch award at the Hashtag Asia Awards, demonstrating its effectiveness in engaging audiences and achieving marketing excellence.
CREDITS
Business Development
Digital Strategist
Campaign Management
Event Team
Event Strategist
Graphic Designer
3D Designer
Photographer
Robi Bayugati
Erinza Untari
Juwita Septiyanti
Lamtiar Sihombing
Annisyah Ramadhania
Monica Kansy
Imelda Rahmawati
Erinetta Puspita
Fajar Juanda Matroji
Villyanda Raffleyn
Oktavia Widayati
Reza Febrian
Wahyu Pamungkas
Dayu Yudana Putra