How We “Built” Borobudur Temple Through Digital Channels To Support Kiehl’s Integrated Campaign
Kiehl’s since 1851 has committed to product safety and high quality skin and hair care. As a beauty care brand, Kiehl’s held a global campaign act to protect the world’s heritage in several countries around the world. One of them is Borobudur Temple in Indonesia. Kihel’s wanted to raise their campaign through digital channels.
We created #LestarikanWarisanIndonesia campaign to promote Kiehl’s national heritage care activity for Borobudur Temple. We attracted our target audience to “build” the Borobudur Temple together on integrated digital channels.
We developed the digital integrated campaign to bring together all channels related to our target audience. First thing we did, we built a virtual land on lestarikanwarisanindonesia.com to enable everyone to build the Borobudur Temple on the website through social media. Each post on Facebook, Instagram, and Twitter using the hashtag #LestarikanWarisanIndonesia during the campaign period will contribute to the virtual Borobudur Temple development process on lestarikanwarisanindonesia.com. To boost up the hype, #LestarikanWarisanIndonesia was also supported by popular digital influencers and buzzers as key opinion leaders.
In one month, Borobudur Temple had successfully built on lestarikanwarisanindonesia.com. The website was also visited by more than 12,000 visitors. On social media, #LestarikanWarisanIndonesia also got more than 10 Million impressions. The digital integrated campaign successfully supported Kiehl’s activity. The campaign also gained coverage by many national mainstream media. The final idea created was that Kiehl’s as beauty care product has contributed to preserving one of the national heritage in Indonesia.