The ultimate strategic objective was to increased market share through being more connected with our target audience (Hijabers). Rejoice target audience perceived that Rejoice brand was not able to meet their emotional needs as Hijabers, that Rejoice was not truly understand their daily challenges as Hijabers. Hijab Shampoo were facing concern to gain engagement to Hijabbers. Since Indonesia is the biggest Muslim country with 6 out of 10 woman are wearing Hijab, winning Hijabbers to move to Shampoo Hijab was big challenge when only 17% Hijabers used Hijab Shampoo. Rejoice was listening to many Hijabers, where they feel Hijab Shampoo was not really understand them by only focusing on Big monumental moments in reality which not always happened. Rejoice Teman Perjalanan Hijrahmu ultimate strategic objective was to increased market share through being more connected with our target audience (Hijabers).
The Hijaber true “Friends” on the Hijrah moment
The Challenge
The Solution
Rejoice creative strategy was a campaign that truly talks to Hijabers about moments they experience daily so Rejoice can support them dearly showing her daily small struggling in fun and encouraging way. To really be a true “Friends” to Hijabber especially on their Hijrah moment, Rejoice was warmly come with 2 main communication of daily moment & daily Ramadhan needs (by disrupting most famous Ramadhan ads). First, Rejoice wants to talk differently by keeping its message simple yet relatable by talking about Hijabers daily moment in a fun and encouraging way through music marketing as the fast rise on social media (YT, FB, Tiktok as video & music content platform) to support them dearly. Secondly, Rejoice wants to own Ramadhan cluttered period by being disruptive, hence a spoof content video were created by reenacting infamous TVC ads during Ramadhan. The two creative message were then supported through media selection by considering users media consumption behavior and the asset outcome.
The Process
- Rejoice -
Conclusion
With ‘Teman Perjalanan Hijrahmu’, Rejoice transcends beyond big moments and connect with Hijabers in a way that never been brought by other brands. The campaign achieve its objectives by increase brand share +0.3% versus previous year, +2 brand awareness vs. pre campaign, and reach 28.6 Million people with positive sentiment. Rejoice also increased its equity as a Hijab brand for young millennials showing also on very high Instagram engagement rate to 13.7% which 3X from Industry benchmark.
Rejoice really stole the attention from the nation and took over 2020 Ramadan by storm as the campaign delivered with very positive feedback from Target Audience. Most importantly, Rejoice has created a meaningful connection with Indonesian modern Hijabers and become their shampoo brand of choice which they also talking what they feel about the ads organically in their social media.
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