Can We Build A Belief That “Beauty Begins At The Feet” Through Digital?
Our feet gets a pretty raw deal. They do so much for us and what form of gratitude do they get? They deserve so much better than that. Scholl Velvet Smooth as a part of Reckitt Benckiser Indonesia, believes that a person’s confidence can be built starting from the beauty of their feet. Can this belief be built through digital media?
We need to educate the target audience, especially women with “A” segment, to know more about Scholl and raise the belief that beautiful feet comes first. Our aim was to give them experience to feel the difference of the product. Collaborating with beauty and fashion buzzers as “super women”, we built women’s belief about Scholl through a series of digital activity.
We also utilized popular social media platforms that are used by most of our target audience, including Facebook, Twitter, Instagram, and Youtube. To build the conversations, we used a simple activity namely #SmoothFeetStory to make women share their experience after using Scholl Velvet Smooth.