After successfully completing a short-term project in 2016, Growmint was given the chance to participate in a pitch for Laurier, one of KAO Indonesia’s strategic brand that has been in the market for decades. Growmint won the pitch and became the AOR for Laurier because of our display of brand strategy expertise. The proposal from the pitch was later approved to be executed and overachieved quadruple the KPI.
Laurier have an urgency to connect with young Millennials, their core target audience. The big question is, what’s it’s like, being a girl today? Understanding digital native teenage girls definitely not easy. So, rather than create unrelatable assumptions, Laurier asked for help from young girls across Indonesia to define themselves.
Girlphabet.com is a user-generated online dictionary, defining how a girl sees the world. In the microsite, young millenials girls have a chance to speak for themselves, sharing their point of view of being young in the digital age. What makes them afraid, excited, happy, sad, and most importantly more understandable.
In the end more than 6,226 web visits, with 2,131 user participate on the activity on the website. Performance in social media also gained positive results with 57,322 social engagement, which gained 40,021,654 campaign impression. With more than 4,700 submission curated, Girlphabet have become the only online-dictionary that specifically define a girls world, words by words.
The most important thing in this campaign is Laurier through #Girlphabet can understand what is wanted by the girl through a dictionary that has been made by the girl as their own audience.
The success of this campaign keeps Laurier entrusted Growmint to help them in new campaign #TidurSesukamu.