Cussons Baby

Hair Story

 

Cussons Baby, a market leader in Indonesia’s baby care sector, sought to address a gap in baby hair care education in 2022. Despite dominating categories like baby powder and lotion, mothers struggled to find credible, consolidated guidance on infant hair care, relying on fragmented online sources. The Hair Story campaign aimed to position Cussons as a trusted expert while driving engagement and sales.

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The brand launched Indonesia’s first dedicated baby hair care knowledge hub, cussonsbaby.co.id/hair-story, featuring expert-curated articles, videos, and webinars with pediatricians. Interactive elements like user-generated content and social media activations encouraged community participation. Collaborations with parenting influencers amplified reach, generating 37 million views through relatable storytelling.

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By integrating educational content with product solutions, the campaign strengthened Cussons’ legacy of empathetic initiatives, such as its Naluri Ibu (Mother’s Instinct) program. Results included dominating 41.9% of social media conversations about baby care and boosting purchase intent. The campaign reinforced Cussons’ authority in a niche market, proving that addressing knowledge gaps through digital innovation can drive loyalty and growth in competitive FMCG landscapes.

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*Recognized as Digital Marketing Strategy of the Year (Indonesia) at the 2022 FMCG Asia Awards.
 

* Winning Silver in Digital Impact Awards 2022 for its innovative, parent-focused approach.