Cussons Bintang Kecil 11

#CeritaCintaBunda

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The #CeritaCintaBunda campaign, launched in 2022 for Cussons Bintang Kecil’s 11th anniversary, celebrated Indonesian mothers by transforming their everyday love stories into a collective narrative. As the campaign’s creator, the goal was to align with Cussons’ purpose “For Everyone, For Life, For Good”through emotional storytelling, community-building, and social impact. The campaign aimed to deepen trust, drive engagement, and position Cussons as a brand that champions maternal care.

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Creative Strategy
Centered on the tagline “Cerita Cinta Bunda” (A Mother’s Love Story), the campaign invited mothers to share photos or videos of their parenting journey, integrating Cussons products as symbols of care. A hybrid grand finale featured parenting workshops and celebrity mom Aurel Hermansyah, blending inspiration with relatability.

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Key innovations included the Supermoms Community, a gamified loyalty platform where mothers earned rewards for purchases, quizzes, and sharing stories. Partnering with Alfamart, Cussons donated Rp300 million to Posyandu clinics, tying consumer actions to social good. Psychologist-led talks reinforced the message that maternal well-being fuels child development.

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Results & Impact

The campaign garnered 100,000+ user submissions, amplifying reach across social media. The Supermoms Community saw 5,000+ registrations in its first month, fostering lasting engagement. The donation supported 10,000+ mothers and children through 96 clinics, earning media coverage and endorsement from Indonesia’s Ministry of Health.