Brief

Current Situation

BASK male cologne brand has enjoyed a niche market share with its splash cologne product since launch in 2002 and for the launching of their break-through products, Mustika Ratu needs the strategi & creative support in increase awareness, generate interest & sales campaign.

Challenge

1. The other two product categories (roll and spray) sales are still behind expectation
2. Competitors are very active and focus on the advertising and communication
3. BASK sometimes perceived as “girl brand” because of its mother company Mustika Ratu

Solution

Klix Digital and its Sister company, SemutApi Colony established several planning includes:

1. Develop Brand Positioning and Message;
2. Mobilize Viral Marketing to make hype; and
3. Utilized Digital Marketing for cost efficiency and maintaining community.
4. As one of the final programs, Klix Digital develop a fictitious character on the internet named Sarah Aprilia, an enchanting private tutor, to capture curiosity of the audience and to captivate them.

Results

1. In three weeks, Sarah’s friends on Facebook reached 2,000 people
2. Create buzz in social & online media and even cross through to conventional media.
3. Citra Pariwara Finalist 2009
4. Awarded at Pinasthika Award for Viral campaign category