This document outlines a marketing campaign strategy for LAKME cosmetics brand on the Sociolla platform. The objective is to increase brand awareness and strengthen LAKME's image. Key elements include influencer marketing with a #MEAbsoluteCult challenge, a pre-order digital product launch, sponsored content on Beauty Journal, and on-the-ground activities like a 15-minute makeover box and #MEInvansion beauty bus. The multi-phase strategy utilizes tools like influencers, social media, events, and video to drive awareness, engagement, amplification and results.

1. Brand Amplification
Prepared by Beauty Journal Sociolla

2. Our Task
“Build integrated
communication campaigns
through Beauty Journal
utilizing Sociolla
asset and management”

3. Campaign Objective
To create positive perception about LAKME is an unique, bright and bold
brand that is used and trusted by professionals with key message
“Beauty Trendsetter”
To increase brand awareness of LAKME through digital and offline
activity that integrated with Beauty Journal channel on Sociolla and the
brand assets
To further strengthen LAKME brand image as the iconic, elegant and
high performance make-up brand who make Indonesian women looks
gorgeous and fierce

4. Female, 25 - 35 yo SES AB
“MODERN. URBAN
SOCIALIZE. ACTIVE.
TRENDSETTER
DIGITAL SAVVY. ROLE MODEL
BEAUTY JUNKIES”
Target Group

5. Insightful Digital Outreach
Challenge
LAKME Absolute breakaway
from the clutter and create
noise for the launch of the
product make-up series.
Our audiences need to actively
to share and explore about the
new upcoming things on
Instagram to engage with the
brand
Insight
● Women love makeup
● Women love to talk
about all things pretty
● Women love about NEW
TRENDS
● They don’t like
discussing the last year
products
● They love SHARE
● They love instagram
● They love to explores
● They love to be
challenging
Solution
- Organized a Digital Launch via
Pre-order page in Sociolla
- We involve beauty and lifestyle
influencers to engages target
audiences join and buzz the 9
days of MakeUp Challenge thru
Instagram using
#MEabsoluteCULT
- #MEabsoluteCULT brought
out the brand necessity to
showcase their daily routine
looks

6. PHASE1
AWARENESS
Tools :
Influencers and
Social Media
PHASE2
ENGAGE
MENT
PHASE3
AMPLIFI
CATION
PHASE4
RESULT
Tools :
Pre-order Page,
In-store Activity,
Private Event
Tools :
Video Series,
Video Event
Tools :
Sales on Sociolla
and LAKME’s site
Campaign Strategy

8. Strategy Overview
Personalization
Conveys key benefit of customized line with options for any consumer
Stage 1 - General Awareness
Jul 3 - Aug 3
❏ The Influencers meetup “a Convention of #MECult”
❏ 9 Days of Make-up Challenge #MEAbsoluteCult
❏ Pre-order Product Page Digital Launch
Stage 2 - The Lakme Invasion
Aug 3 - Des 30
❏ In-store beauty activities by Sociolla help women find their perfect looks with makeover!
❏ Work with celebrities and local influencers to create popularity among targets
❏ Inspire targets, post their LAKME customizing experience on social media
❏ Hosted private parties during the holiday season on #MEBeautyBus
© SOCIOLLA. CONFIDENTIAL AND PROPRIETARY. ALL RIGHT RESERVED

9. Convention of #MECult - Influencer Meetup
What?
#MECult event will begin as a private meetup and
gathering of assigned beauty / lifestyle influencers to
announce the launch of LAKME Absolute with the trigger
start from 9 days makeup challenge on Instagram
How?
A luxurious tea party organise at the secret place to
recognize of LAKME Absolute product series, sharing
session with our 9 niche beauty / lifestyle influencers and
spread their own version of 9 days makeup challenge
Impact Result
Over 60 images of the event and products will shared on
Instagram by our influencers using #MECult, The
Influencers started the #MEAbsoluteCult Challenge

10. Convention of #MECult - Influencer Meetup
Theme
Victorian and Edwardian dress
Place
Gaia at Altitude / Bunga Rampai
Audiences
9 beauty and lifestyle Influencers
Hashtag
#MECult and #MEAbsoluteCult

11. Convention of #MECult - Influencer Meetup
KOL’s post a
declaration as a
part of #MECult on
IG and start
challenging their
followers to join 9
Days of Makeup
Challenge with
#MEAbsoluteCult
KOL’s get the
secret invitation to
join a Convention
of #MECult on
private party
KOL’s attend the
event, recognize
LAKME knowledge,
take a pics then
upload on IG with
#MECult
PROVOKE

12. 9 Days of Makeup Challenge - #MEAbsoluteCult
Why 9 Days of Makeup Challenge?
LAKME Absolute thinks that women has 9 days to beautify
themselves form a habit. The way they look, things they
say and do are pretty amazing with discover 9 days of the
ideas makeup looks challenge
How?
For 9 days, influencers on instagram post pictures of what
inspired them in the list that generate on LAKME pre-order
product page on Sociolla and engage their followers to
participate as well
Result
We selected 9 luckiest people who successfully
participated in the challenge and recognize them on
LAKME’s instagram as a part of the LAKME’s Cult.
They will get a chance to join the VS’s private party with
LAKME and meet with Karlie Kloss

13. 9 Days of Makeup Challenge - #MEAbsoluteCult
They write down the list that will
be generated on LAKME
Pre-order product page
They take a picture of the look
from list of challenge and share
it on IG use #MEAbsoluteCult
The recap of all looks will be shown on their
instagram feeds over the 9 days and also
show on LAKME pre-order product page

14. 9 Days of Makeup Challenge - #MEAbsoluteCult
KOL’s post their
own version of
9 Days Makeup
Challenge
#MEAbsoluteCult
and direct
audience to visit
landing page
Target
Audiences
visit pre-order
product page
to fill in their
version of 9
Days Makeup
Challenge
After that it will
generate
become a
beautiful visual
note with list
that show 9
Days of Makeup
Challenge
Audiences
share and
spread on
Instagram
using hashtag
#MEAbsolute
Cult
ENGAGE

15. FIND YOUR BEAUTY CULT
PRE-ORDER NOW
JOIN
Pre Order Product Page - Digital Launch
Goal
Attract target audiences with digital activation to
convert as our potential customer with create interest
and buzz using pre-order customize product page
Strategy
• Interactive page displays product images series
• Personal experiences, what consumer are most
passionate about upcoming trendsetter thing
• Provide a sustainable competitive advantage and
establish LAKME as a role models through technical
innovation and integrated channel on Sociolla
• Be remarkable from delivery the extraordinary experience
and gets consumers talking
How
Landing page for pre-campaign 9 Days of Makeup
Challenge and Pre-order Shopping System

16. FIND YOUR BEAUTY CULT
PRE-ORDER NOW
JOIN
Pre Order Product Page - Digital Launch
Main Banner
This section will display the upcoming products
that launch for LAKME Absolute product series to
attract the interest of audiences
Menu Bar
This section consist of action button drive to
Home, Pre-order and Discover
Tagline
This section will display the tagline from LAKME Absolute
Contest Section
This section will display the invitation
to target audience join the campaign activity

17. FIND YOUR ABSOLUTE BEAUTY CULT
EXCLUSIVE PRE-ORDER NOW
JOIN THE CAMPAIGN
Pre Order Product Page - Digital Launch

18. Pre Order Product Page - Digital Launch
Rp149,000 BUY Rp399,000 BUY Rp499,000 BUY Rp299,000 BUY
By clicking BUY, you agree to our Terms and that you have read our Data Use Policy,
including our Cookie Use
Cancel Agree

19. Pre Order Product Page - Digital Launch
Fisni
9 DAYS OF MAKEUP CHALLENGE
Your name…. Your email…. Your phone...
1…………………..
2…………………..
3…………………..
4…………………..
5…………………..
6…………………..
7…………………..
8…………………..
9…………………..
Finish
Your instagram...

20. Sponsored Editorials
© SOCIOLLA. CONFIDENTIAL AND PROPRIETARY. ALL RIGHT RESERVED
Goal : Place LAKME content
and advertisements in front of
Sociolla targeted audience
Increase awareness of LAKME
products among those with an
interest in cosmetics or beauty
Display specific content as
recommended post for audience
Video journal to the appropriate
audience to increase engagement
seo
sem
Freq pageviews +100,000 reach/mo

21. Sponsored Editorials
Tips & Hacks Beauty Guide Product Review Top Picks
5 Langkah Mudah
Menciptakan
Riasan Bold
Kombinasi Sejati
Warna Eyeshadow
dengan Lipstik
yang Membuat
Anda Jadi Pusat
Perhatian
Bulu Mata Lentik
Anti Luntur dengan
Maskara Terbaru
dari Lakme
5 Kosmetik Terbaru
yang Layak coba di
Bulan Februari
Content Pillars
Product Benefits Consumer BenefitsEmotional Benefits Product Attributes

22. Digital Strategy for Launch
© SOCIOLLA. CONFIDENTIAL AND PROPRIETARY. ALL RIGHT RESERVED
Goal : Increase awareness of
LAKME new product line, engage
with consumers and drive traffic
both in-store and online
“Always on” approach to Facebook
and Instagram boost awareness.
Front-load awareness campaign in
the first month of the launch time
Capture mass awareness,
remarket/retarget from web traffic
Drive direct conversion rate by
launching innovative content

23. Main Banner
Main banner placement
on Sociolla homepage
with 1 million pageviews
driving traffic of visitor
to reach LAKME
product page

24. Newsletter
Newsletter blast
directly to 1 millions of
Sociolla subscribers
that give target audience
interest with native ads
and attractive visual

25. Campaign Banner
Campaign Banner
on Sociolla homepage
direct consumer
to visit article on
Beauty Journal site

26. Social Media Contents
Create instagram contents
with one theme visual with
different angle that
represent characteristic
and secrete messages by
Lakme. We create regram
contest with exclusive
package products prize

27. Implementation
Published
on Beauty
Journal
LINE
@Sociolla
Display
Ad
Sociolla
Facebook
Page
Sociolla
Instagram
account
Newsletter
Featured
Post

28. 15 Minutes LAKME Makeover Box
Goal : Create engaging live
experiences and attractive activity
that increase awareness, drive
traffic and influence consumer
perception of brand
Target : Sept 2017
Participants :
Female, 25 - 35 yo
10 - 30 people / day
Location :
Inline with Pop-up booth
LAKME or 5 malls in JKT
Gimmicks :
Special package product,
wheel of fortune raffle,
photo contest

29. Video LAKME The Creators
Goal : Tell the story of LAKME
through voice of an influencers /
creator to raise brand identity and
reaches more millennials by using
Sociolla youtube channel
Target : Oct - Nov 2017
Quantity :
2 videos per month
List of Creators :
Putricaya, Fitria Yusuf,
Stella Lee, Sarah Ayu,
Rachel Goddard,
Stephanie Rose,
Cindercella, Vinna
Gracia, Wengie

30. #MEInvansion LAKME Beauty Bus
Goal : Raise awareness LAKME
from the beauty truck to be a
center of attention in the city, the
bus will travel around Jakarta,
aired live on social media.
Target : Nov - Des 2017
Participants :
Female, 25 - 35 yo
30 Influencers or Celebs
Meeting Location :
Senayan City, Jakarta
Finish Location :
Segara Ancol, Jakarta

31. #MEInvansion LAKME Beauty Bus
We invite 30
curated
influencers,
bloggers and
celebs to join
#MEInvansion
The audiences
will gather in
Senayan and
start to party
in the bus,
live on IG
LAKME Beauty
Bus will travel
around Jakarta,
finish on Ancol.
The audiences
post it on
socmed to viral
the event
We finish at
Segarra, Ancol
to view the
sunset and
close the
#MECult
campaign
AMPLIFY

33. Timeline
© SOCIOLLA. CONFIDENTIAL AND PROPRIETARY. ALL RIGHT RESERVED
Jul Aug Sept Oct Nov Des
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre order
product page
LAKME Makeover
Box
Convention of
#MECult
LAKME The Creator
9 Days
Makeup
Challenge
Sponsored Editorial LAKME Beauty Bus
Digital
Announce

34. ThankYou