PZ Cussons Indonesia wins Digital Marketing Strategy of the Year - Indonesia at the 2022 FMCG Asia Awards

The company was recognised for their Hair Story for Cussons Baby digital marketing campaign.

When it comes to baby care, mothers like to find information about their babies as much as possible that can help them take better care of their children. 

PZ Cussons understood that mums tend to have a harder time gathering information about their babies, having to sift through publisher or brand sites, so they launched the Cussons Baby’s Hair Story campaign, winning the Digital Marketing Strategy of the Year - Indonesia Award at the 2022 FMCG Asia Awards.

The awards programme recognises companies and innovators that have either performed outstandingly or revolutionised their operations towards a successful path, and PZ Cussons Indonesia’s Hair Story for Cussons Baby as their digital marketing campaign elevated them amongst their competitors in the industry.

Cussons Baby as the leading brand in baby products in Indonesia has given the company a strong position when it comes to establishing themselves as the first touchpoint for mums throughout their motherhood journey. As a pioneer in the Hair Care regime for babies, Cussons Baby decided to develop their first-ever baby hair care knowledge centre at cussonsbaby.co.id/hair-story, differentiating them from their competitors as no other brand has ventured towards this topic segmentation.

Through their website, Cussons has made it easier for parents to find high-quality, integrated, and expertly-built baby hair care products that are covered by hair care science, grooming, and ingredients stories.

In order to produce and provide the best content on their site, experts on baby and kid's hair care were brought in to share their knowledge, as well as established publishers to help develop and polish the content for release. The website’s content is presented through a variety of formats, including articles, short videos, infographics, and social media content, supported by online seminars, influencer campaigns, and consumer/user-generated content.

Cussons Baby enabled the consumer to become their own brand ambassador in the Hair Story campaign, with a regular programme of content being talkable, portable, and able to be put as PR among consumers to ensure advocacy and co-existence with extant sites, portals, and communities.

The brand also pushed out shopper promos along with their dynamic content that further drove up interest in the product as KOLs and in-store activities expanded their market share.

Throughout the Cussons Baby Hair Story campaign, the initiative gained positive feedback throughout social media with product reviews that dominated conversations at 41.9% against competitors, with the influencer stories bringing richness and interactivity for mums by achieving 37 million views altogether. Sales have also risen as more purchase intentions thanks to positive reviews.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].