Case Background
Y.O.U is a beauty brand born locally and deeply rooted in Southeast Asia. During the major promotional period of Ramadan, a traditional Indonesian festival, the brand launched the #WouldYouLoveYou brand challenge in response to the real issue of young Indonesian women being pressured to marry, conveying the brand philosophy and leaving a key memory point for users.
Solution
Ramadan is an important festival in Islamic countries, and like the Chinese Spring Festival, it features a homecoming culture. It is also a key moment for brands to carry out node marketing in Southeast Asia. Many brands choose to focus on the theme of "family reunion" during this period, but Y.O.U discovered that for local women, returning home means not only family gatherings but also being urged by their families to get married. Traditionally, Indonesian women in their 20s are expected to get married and have children, while in reality, they are more willing to fight for their careers.
Based on this key point of "empathy," Y.O.U produced a brand TVC for node marketing during Ramadan in 2022 and launched TopView ads on Tuke. At the same time, the brand initiated the #WouldYouLoveYou challenge to encourage every woman's confidence and growth, expressing Y.O.U's attitude.
Marketing Results
During April 21-23, 2022, the campaign received high attention from local women, and on the first day of the Ramadan promotion, it topped the Tuke shopping chart. The total video views reached 8.8 billion, with a total of 327,000 interactions, and all comments were positive.
