Glowing Success: How Unilever Indonesia and ORESA Revolutionized Product Launches with Glow & Lovely Body Wash

Glow & Lovely Body Wash is one of Unilever Indonesia's flagship products, constantly evolving to better suit the needs of Indonesian women's skin. The latest formulation, enriched with brightening Niacinamide and vitamins B, C, and E, promises to improve skin texture without causing dryness. With a delightful fragrance profile featuring fruity top notes, floral middle notes, and sweet, soothing bottom notes, Glow & Lovely Body Wash aims to elevate the daily bathing experience. This case study explores the strategic collaboration with ORESA to expand social proof and enhance product visibility across various platforms.

Objective:

The primary objective of this campaign was to achieve a 90% feedback rate in the form of ratings and reviews from product sampling. The collaboration aimed to leverage ORESA's platform, as well as Instagram, TikTok, and Unilever Indonesia's official e-commerce stores (Shopee, Tokopedia, Lazada), to maximize product reviews and social proof.

To reach the desired feedback rate and amplify the product's visibility, two methods were employed for product distribution:

1. Home Delivery by ORESA: ORESA facilitated the direct delivery of Glow & Lovely Body Wash to selected members' homes, ensuring ease of access and convenience.

2. Direct Purchase by ORESA Members: Members were encouraged to purchase the product from specified e-commerce platforms, fostering organic engagement and authentic reviews.

The strategic focus was on creating engaging content and encouraging user-generated content (UGC) across social media platforms to build a strong online presence and drive organic reach.

Campaign Execution

1. Social Media Activation:

TikTok: 100 videos created by influencers and users, showcasing their experiences with Glow & Lovely Body Wash. Content emphasized the product's benefits and unique fragrance profile.Instagram: Leveraged both influencer partnerships and organic UGC. Engaging posts, stories, and reels highlighted the product's key features and user testimonials.

2. ORESA Platform Engagement:

ORESA's community members were actively involved in trying the product and sharing their feedback. Encouraged detailed reviews and ratings on the platform. 

3. E-commerce Integration:

Prominent placement on Unilever Indonesia's official stores on Shopee, Tokopedia, and Lazada. Enhanced product descriptions and customer service to support purchasing decisions.

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The Result

The campaign exceeded expectations, achieving a feedback rate of 95%, surpassing the initial objective of 90%. This high engagement rate was driven by the effective distribution methods and robust social media strategy. Key outcomes included:

TikTok: Over 1.4 million views from 100 videos, highlighting the product's appeal and engaging a wide audience.

Instagram: More than 1.3 million reach through organic UGC, demonstrating strong consumer interest and participation.

ORESA Platform: 510 thousand impressions, showcasing active community engagement and detailed feedback.

Organic SEO – page 1 Google search.

Conclusion

The collaboration between Unilever Indonesia and ORESA for the Glow & Lovely Body Wash launch proved to be a resounding success. The strategic use of social media platforms and direct community engagement through ORESA not only surpassed the feedback rate objective but also significantly boosted the product's visibility and social proof. This case study illustrates the power of targeted marketing and the importance of leveraging multiple channels to create a comprehensive and impactful product launch.

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ShopComm Team Credits:‍

^{Sales Director: Nancy Purba
Sales Team: Friska Florida, Inne Putri, Jemima Wyaneth
ORESA General Manager: Siskania
ORESA Operations Manager: Purnama Sukri
ORESA Social Media and Community: Putri Yani
Creative Designer: Fuad Syaja}

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About ShopComm

ShopComm help brands communicate with shoppers through in-store advertising, retail audiovisual, product demonstration, sampling and activation, merchandising, and loyalty marketing to create brand experience throughout the shopper’s journey. ORESA is part of ShopComm. For more information about ShopComm, get in touch with us: