Brief

Renew consumer trust in Citra’s craft of natural skincare by leveraging the right influencers.

Solution

Instead of partnering with over-exposed beauty influencers, we collaborated with renowned craftswomen who embodied the same philosophy, passion, and expertise as Citra. Through a shared journey that highlighted the parallels between their crafts and ours, we created a wealth of authentic content. This was shared across both the brand’s and influencers’ social media channels, driving deeper engagement. We also commissioned limited edition designs to further amplify the connection.

Results

Brand engagement surged by +82%, with Instagram followers increasing by 398%, reaching 13.1 million. Citra became Indonesia’s #1 Most Loved Brand.